Maxxium UK works with The Leith Agency to launch Sourz Mango to on and off trade markets
Maxxium UK has unveiled a fully integrated campaign to celebrate the launch of Sourz Mango, the latest permanent addition to the Sourz family. The ‘Unforgettable Summerz with Sourz’ initiative supports the new release and includes high profile media partnerships with both MTV and Capital FM, on trade sampling activity as well as bespoke trade support and soon to be announced promotional activity. The first new flavour launch in two years marks over £9m worth of investment in the brand which is targeted towards the 18-24 market. Mango was chosen as the new permanent addition to the range after receiving 54 per cent of votes in an interactive poll of fans on Facebook following its release as an exclusive limited edition at ASDA. Eileen Livingston, marketing controller for Sourz at Maxxium UK, commented: “Launching Sourz Mango is about delivering an innovative and exciting new flavour for fans…it was an instant hit, creating a lot of excitement and generating high levels of interest and buzz online.” The integrated campaign will be underpinned by digital and social media activity, which aims to strengthen the brand’s connection with its customers. Livingston explained that social media was “the ideal platform” for the brand to connect with its audience. Adding: “Fans can rest assured there will be lots of exciting online initiatives to look forward to throughout the year.” The Leith Agency handled both the on and off trade advertising for the Sourz Mango launch, with Stripe Communications and Blonde Digital handling PR and digital activity respectively.