140th anniversary parties to promote Ben Shaws brand
Soft drinks company, Ben Shaws has tasked experiential agency The Circle Agency with creating a live campaign to celebrate its 140th anniversary.
The company will run an campaign that will recreate tradition British birthday parties at events across the UK, designed to remind people of the history of the brand.
Circle Agency will use brand ambassadors to engage audiences through party games, birthday tunes chosen by the guests, prizes, bunting and sampling activity using Ben Shaws soft drinks range.
The campaign will tie in with an above-the-line brand refresh which aims to increase the brand’s profile and communicate its family credentials.
“We will primarily target adults who grew up with these drinks, taking them back in time and using the great British birthday party to create nostalgia around the brand,” explained Claire Stokes, managing director of the Circle Agency.
“This will be our first nationwide experiential activity and will have its roots firmly in light hearted and engaging experiences,” explained Sundeep Gill, technical advisors for Ben Shaws.
“Everyone loves a birthday party, and a 140th birthday is quite a milestone, that definitely needs to be celebrated. We will spend the summer celebrating Ben Shaws’ birthday with consumers across the country – and of course Ben Shaws beverages,” added Gill.
Social media activity will complement the campaign, using the company’s Facebook and Twitter account, with the aim of extending the consumer’s brand experience.
Locations on the birthday tour are yet to be announced.