First TV ads mark Suso’s bid to engage with parents
Suso Drinks will launch its biggest marketing campaign to date for its carbonated drinks brand over the summer, in a bid to widen its market from students to mothers.
It is currently testing its first TV ad, created by its in-house team, in the Yorkshire TV region, with a view to rolling it out nationally.
The campaign, part of its annual £2m marketing budget, will also include outdoor and sampling.
It has introduced the tagline “The fizzy drink fights back” and aims to position Suso as a carbonated drink that is made of 100% fruit and has no added sweeteners, preservatives or colourings.
Chief executive Sean Uprichard says: “The messaging is about fighting back against the negative opinion about fizzy drinks.”
Uprichard says it has now penetrated more than 600 secondary schools, attracting teenage and young adult consumers. Its strategy is now to engage with mothers and get the drink into shopping trolleys in the six-pack format.
In November last year Suso launched a campaign to find new creative ideas. The initiative, called The Suso Project, has seen it provide grants of between £1,000 and £10,000 to help fund the best ideas.
Earlier that year it also launched an outdoor and press campaign featuring the tagline “Good For Nothing”. It was the brand’s, first foray into outdoor advertising.
