Arctic Iced Coffee
case study
Arctic Iced Coffee
The iced coffee category was growing fast in 2018. Starbucks, Jimmy’s Iced Coffee and Emmi’s were the recognised brands, made with long-life milk to sell as ambient products. Arctic Iced Coffee is made with fresh milk, sold from the chiller. The client’s contention was that their product tasted better.
In 2019, PLPR was appointed by Crediton Dairy to work on a two-year brand relaunch campaign to promote the Arctic Iced Coffee range to media and shoppers. Our job? To communicate Arctic’s own sizzle.
Working closely with the Crediton marketing team, PLPR implemented a media relations campaign launching the range as new. We also supported the brand’s experience marketing campaign and social media marketing.
We secured product features in high circulation weeklies for the core latte and caramel latte products as well as extra shot and protein shot speciality lines. The media sampling increased target consumer awareness and supported sales growth which saw Arctic Iced Coffee sales overhaul its nearest competitor by the end of the first year.
Coverage appeared in 15 target titles such as The Daily Star, Real People, Take a Break, That's Life, Woman and Women's Running, with a combined audited circulation over 1 million copies.
For Year 2 plans were adapted with the arrival of national lockdown in March. Crediton Dairy took the opportunity to launch the 1ltr format for Latte and Caramel Latte for consumers to enjoy at home now they could not have it on-the-go. PLPR secured additional coverage for the products in national media. We also implemented a design competition to produce a bespoke carton design for the brand. This was in partnership with a student mental health charity to raise awareness of increasing mental health issues as a result of the challenges of lockdown.
Finally, we were commissioned to create content for the Arctic Iced Coffee social media feed featuring both lifestyle and serving ideas. This was definitely the tastiest part of the job. If you don’t believe us, try it for yourself.
