Clare Burnett

Leeds marketing firm Propaganda fills gap in the drinks market with beverage collaboration

Leeds marketing firm Propaganda has collaborated with partner Boost Drinks to create an innovative new mixer for premium spirits, filling a gap in the drinks market.

Boost Drinks have launched Gloworm to the on-trade supported by Strategic guidance by brand consultancy Propaganda, to fill a void in the ever-evolving bar and club drinks market.

The brand was created as a result of the long-standing relationship between Boost Drinks and Propaganda who worked together on the core Boost brand for more than five years.

Through their work in the energy drinks market, Propaganda identified a potential opportunity to evolve the offering and create a new brand to target the on-trade sector.

They took the initial concept to Boost who commissioned the brand consultancy to develop the idea into a product, which will now form part of the Boost Drinks corporate stable.

The initial reception has been highly successful, with the drink now stocked in bars in major UK cities such as Edinburgh, Glasgow, Newcastle, Manchester, Belfast and Leeds.

Developed over 12 months, which included extensive trade and consumer research across the UK, Gloworm is designed to capitalise on the growth in high margin, premium spirit sales.

Laura Kynaston, managing director at Propaganda said: “The creation of Gloworm is a perfect example of Propaganda’s unique relationship with its clients and the dynamic way in which we work.

“By taking a pro-active business opportunity to our client, which is mutually beneficial, we have created a new product to fill a gap in the market.

“Gloworm has been developed using our Discovery™ process and answers a real market need to offer consumers a broader option of mixers to match the increasing popularity of spirits.

“We’re delighted with the initial industry response and are looking forward to working with Simon and the Boost team to grow the brand in 2014 and beyond.”

Simon Gray, managing director of Boost added: “With many years experience in the non-alcoholic drinks market, we recognised this as a unique opportunity to develop a new brand.

“Combining our expertise with Propaganda’s strategic approach to brand development has given us a product that is set to shake up the drinks market once again.

“Gloworm offers a sophisticated compliment to premium spirits and something new for customers. We developed the product and the brand alongside Propaganda through many months of research and testing, which gives us the confidence that it will be a success.

“As we launch this new proposition to bars and clubs, we’re sure that it will be well received by the on-trade and their customers alike.”

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