Overview
In March 2019, Posh Cockney was hired to run the brand management and product release of Pure Organic Vodka in the UK market. The following case study is a breakdown of what services were provided and how they were carried out.
Our Objective
Pure was a new organic vodka owned by Adam Player. Adam hired Posh Cockney to launch the vodka in the UK market and help build the brand's awareness. We were tasked with getting the bottle in front of as many venue owners or decision makers as possible and getting the brand listed in as many places.
Challenges
Trying to launch a vodka brand in a heavily populated market.
Trying to compete with huge brands that had a massive marketing budget and consumer trust already built up.
Trying to educate people about the difference of Pure compared to other brands.
Not having the finances to pay for listing fees or retro deals that could compete.
Our Approach
We reached out to all of our industry contacts to secure meetings and present the product.
We looked for brand ambassadors to help grow the brand’s awareness.
We wanted to highlight the brands USP’s and target an aspirational clientele.
What we did
In the first 3-month we managed to secure face-to-face meetings with some of the biggest venue owners in London. We pitched to them the brand story and the benefits of listing Pure.
We built a strong influencer following that helped grow our social platforms.
We planned and executed a launch party for the product which was a huge success.
We invited key industry people and many influencers to attend and this gave us a solid platform to push our brand harder in the market.
The PURE name was now out there and we acted fast to secure agreements.
We followed this up with several photo and video shoots to ensure we had lots of content.
Our strategy was to be dominant on social media as our competitors were not as active. We agreed this course of action was needed to be omnipresent.
After securing some major listings across London such as; W Hotel, Cafe de Paris, Duo Camden, Eve Bar Covent Garden, Juju Chelsea just to name a few.
We then started to look at retail off trade and more online sales.
We secured Pure as the official drinks sponsor at the Cool Venue Awards 19.
Since Dec 19 we have taken over all Social Media, Marketing and PR as well as Brand Management.
In July 2020, Pure turned one. This was celebrated with the release of a second product – Pure Lite.
Due to Covid19, our options were restricted slightly in the way we could promote this.
However, we were able to quickly secure features in many publications and push the product via social media.
The Results
Pure launch party was a major success.
Pure is listed in over 20 venues in London in its first year.
Online sales are at an all time high.
Social media engagement is excellent and growing daily.
We have overseen the launch of a new website which has incredible monthly traffic.
Features in online publications are happening frequently.
Pure is an established spirits brand within the industry.
What's next?
Pure is bringing out a third product later in 2020.
Pure will look to grow it’s portfolio of venues that it’s listed.
Pure will look to move into Europe.
Pure are looking at a pre-packed cocktail to help with bar efficiency.
Pure will continue its amazing charity work it does with the Save the Bees campaign.
Key Services Supplied
- Brand Management
- Consultancy
- Sales
- Recruitment
- Marketing – Traditional and Digital
- PR – Press releases/Influencer and Press engagement
- Social Media Management
- Event Management
- Reporting – Weekly/Monthly
- Budget Planning
- Strategic Planning
- Crisis Management
- Training
