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Relaxing drink Chillax launches with Gratterpalm and Chocolate

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By The Drum Team, Editorial

June 13, 2011 | 2 min read

Leeds-based agencies Chocolate PR and Gratterpalm have been appointed by a new "relaxing" drinks brand to head the PR and marketing campaign for its UK and international launch into the FMCG market.

The two Leeds and London-based agencies are collaborating to push the new "natural mixer" to hit the drinks market, Chillax, kicking off with a 'Naturally Chilled Summer' campaign this week.

Set to encompass in bar events, media relations and sponsorship, the PR campaign, which is to incorporate marketing messages such as ‘Change the habit of a night time’, is targeting the trade with communications to drinks buyers as well as creating a brand profile with key consumers, ABC 1C2 women 18-34.

To support the PR launch, Gratterpalm has produced a social media campaign based around Facebook. By creating a ‘Naturally Chilled’ playlist, the Chillax brand aims to engage with up and coming talent, as musicians submit their sounds to create the ultimate summer playlist, which will be available exclusively through Facebook, Spotify and the Chillax website.

Chillax creator Ray Averre said: “I chose to work with Gratterpalm and Chocolate PR and as they are two of Leeds' leading creative agencies who have portfolios which showcase creative events, innovative social media campaigns and experience working with leading beverage brands.

Chillax is a natural mixer that can be drunk on its own or with alcohol and it helps consumers to kick back and relax, rather than increase energy levels.

The brand will soon be rolled out across a number of bars nationwide and next month a Chillax Zone will feature at one of Yorkshire's coolest festivals, the Magic Loungeabout as part of the launch activity.

Chillax is made with a combination of ingredients including Rosehip, Hibiscus and Passionflower.

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