R. White’s Lemonade is introducing its new look packaging and new flavours to a whole new audience with an experiential tour targeting university students and featuring the latest digital imaging technology – and a penny farthing bicycle.
Students at a number of UK universities are being invited to sample R. White’s delicious new flavours – Pear & Elderflower and Raspberry – or classic Traditional Cloudy and have their pictures taken dressed in Victorian gear sitting on top of a penny farthing, the new brand icon.
The experiential tour includes a modular expandable bar, created for Britvic by agency Savvy, and a photo booth experience with a range of historic backdrops, which was put together by image marketing experts Pictures Experience.
Students will be able to have their pictures taken against the backdrop, view the results immediately via the campaign microsite and share them on social media. Images will be fully R. White’s branded and every one will have a unique ID number, allowing Britvic’s marketers to track image sharing on popular social media platforms and measure the effectiveness of the campaign.
Nad Hussain, National Account Manager (TUCO/NUS & Festivals) at Britvic Soft Drinks, says: “R. White’s Lemonade has a long history and is made using traditional craft methods; at the same time, the brand has evolved to match the tastes and attitudes of today’s generation. So the idea of using the latest high-tech cameras and sophisticated image manipulation technology to put R. White’s fans actually on our brand icon, the penny farthing, is a magical way to create content they will want to share with their friends and family.”
Gosia Kalicka, Director of Pictures Experience, adds: “Everyone loves sharing images on social media, but we wanted to give them something a little different to post on their favourite sites which also supports the new R. White’s brand identity and positioning and is completely trackable.”
The Britvic-owned soft drinks brand was relaunched in November 2016 with retro-style new packaging which references R. White’s 171 year history while at the same time updating its look so it appeals to a younger, more contemporary modern audience.
Source: Pictures Experience