Sangs, the company which owns flavoured water brand macb, which this week pulled the plug on its affiliation with Hearts FC, has appointed design agency Stand and PR agency Wire Media to handle its communications needs.
The brand has tasked Wire with growing its profile amongst Scottish consumers and emphasizing its family values, grow market share and develop it to become the country’s favourite flavoured water brand.
The brief will include general media relations duties such as interviews, business profiles and photocalls, alongside the development of its social media strategy and promotion to trade press.
Issue management will be another part of the agency’s media relations remit, and has this week handled the brand’s decision to withdraw its sponsorship with Heart’s FC after it failed to discipline defender Craig Thomson who was placed on the sex offenders list. The club has since suspended the player however due to a negative response from fans.
Pam Scobbie, director of Wire Media said: “Sangs is the sleeping giant of the Scottish drinks industry – it has a fantastic range of products, an impressive distribution network and a great group people behind the company who are driven, dedicated and also a huge amount of fun to work with. macb in particular presents a great opportunity as it’s a brand that performs well already and has reached a natural tipping point. There’s a huge amount of potential to be tapped into as people genuinely love the product and everything it stands for, so we’re really excited to be part of its new marketing team – it’s going to be a positive and eventful year for the brand.
“It’s also a real pleasure to be working with Stand again. I worked alongside Maggie, Stuart and their team for years on the Tennent’s account and they do an amazing job. They always go the extra mile and their straight-talking, honest approach is really refreshing.”
Meanwhile, design agency stand will lead design, experiential marketing, research and campaign planning for the brand’s communications campaigns.
Stand are taking the lead on design, experiential marketing, research and campaign planning whilst we’re responsible for the comms side of campaigns.
The agency has also designed its recently launched macb website.
Maggie Croft, director of Stand, said: “We’ve been working with Sangs over the last six months to develop their marketing strategy and put in place some tremendously exciting plans. They’re a dream client – switched on, receptive to fresh ideas and the home to some great products. This is a really exciting time for macb in particular and we’ve developed a campaign that includes revamped packaging, experiential activity and promotional partnerships as well as sponsorships. The coming months are going to be busy but it’s a challenge we’re looking forward to.”
Sangs recently announced that it had agreed a six-figure, three year deal for macb to be the lead sponsor for Scottish 1st Division side Partick Thistle.