Sidekick undergoes rebranding initiative and relaunches with on-pack offer
Independent drinks company Halewood International has revealed a new packaging design for flavoured alcoholic drink brand Sidekick.
The new design, created in-house by Halewood, will now feature across all eight Sidekick flavours. The re-launch is supported by Facebook activity targeting core consumers of young adults and students aged 18-25 and an on-pack promotion managed and activated by promotions agency ATOM.
Entitled ‘Celebrate your Sidekick’ the on-pack offer features 200,000 promotional bottles with a unique code underneath a peelable label, as the campaign celebrates friendship, fans will be able to win over 250 pairs of iPads, iPods and iPhones. To win consumers need to text the code to a number provided, with winners receiving a prize for them and their ‘sidekick’.
The promotion aims to reward and retain existing fans of the brand as well as attracting new customers, driving sales through to spring. Running on 50cl bottles of five Sidekick flavours, these will be distributed through the Off Trade, including major multiples and convenience stores.
Sian Dixon, brand manager for Sidekick at Halewood International, said the redesign signalled “significant investment into the Sidekick brand” with the on-pack offer representing “the first major consumer activity for 2013”.
Dixon added: “‘Celebrate your Sidekick’ focuses on Sidekick being a great addition to a big night out with your friends. The campaign will be executed through online media, on-pack promotions and On Trade point of sale.”
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