Christmas is fast approaching; supermarkets are stocking up on ever more treats and delights and our televisions have transformed into beacons of feel-good advertising.
As the social season arrives, the drinks category in particular is expecting a boost in sales; last year 17% of all adult soft drink sales were sold in December, equating to £20.5m worth (The Grocer). Naturally brands seek to maximise this boost. Here we feature five of the most interesting yuletide offerings and debate the likely forerunners of new trends.
J20 Limited edition Glitter Juice Drinks
A grown-up Christmas twist and an innovation bound to generate more sales. The glitter juice drinks drive interest and differentiate themselves in a very positive way.
Limited edition Berry Punch is the newest offering from the adult special soft drinks brand. Created specifically for Christmas this variant will add to the popular range and enhance the brand positioning as a drink best served shared over the winter months.
Though a revival of their Originally Crafted for Christmas campaign, Stella Artois are using digital and traditional media to align themselves with the festivities. This includes a transformation of their facebook page, which now includes a free download of an original Christmas jazz album Under the Christmas Star. The designs may not be novel but we appreciate their act of generosity.
Drink-Me-Hot Winter Warmer was an obvious market gap that Copella have successfully filled. As a non-alcoholic alternative to mulled wine we suspect it will fare well, however taking on more traditional winter warmers such as hot chocolate and Horlicks may be too far for the brand to stretch.
With a combined total of well over 30,000 official Coca Cola Christmas facebook fans, it would be impossible not to mention the drink in any seasonal commentary. It’s sure sign of the times that the campaign will now operate on a more integrated, multichannel basis than ever before. It has also made a conspicuous effort to be more environmentally friendly (Popsop), revamping their world-famous Piccadilly sign to save 20% more energy.