Stripe Communications has been appointed by Maxxium UK to deliver a national brand-building PR campaign for Sourz this summer.
Under the ‘Give it some…’ campaign banner, Stripe and its sister agencies Tangible and Blonde will deliver a fully integrated project involving consumer and trade PR, experiential marketing, national media partnerships and online digital activity. Specifically designed to broaden the appeal of Sourz, the campaign aims to build awareness and create an emotional brand connection with 18 – 24 year olds. Utilising the consumer insight that “getting ready for a night out is as important as the night itself” the campaign establishes the relationship between the Sourz brand and personal grooming – brought to life through fashion and beauty.
To build credibility in the style arena, the campaign launches with a ‘Give it some…style’ fashion & beauty summer tour across seven cities (Newcastle, Glasgow, Birmingham, Bristol, Leeds, Manchester and London). This is supported by local on-trade events, a dedicated summer-long editorial partnership with more! magazine, a dedicated fashion editorial led by celebrity stylist Lindsay Campbell, local media relations and promotions, and a bespoke facebook campaign to over nearly 300,000 fans & users.
Juliet Simpson, Stripe Managing Director says: “This is an incredibly exciting project for a growing UK brand, that isn’t afraid to do things differently. With the entire integrated agency team working with one creative theme, we’ve been able to exploit every PR opportunity, whilst keeping the Sourz brand personality at the heart of everything we do.”
Gregor Mina, Senior Brand Manager on the Sourz brand at Maxxium UK, said; “We’re really enjoying working with the team at Stripe who have demonstrated a thorough understanding of the Sourz brand and target audience, and have created a compelling and relevant creative integrated PR platform.”
Launched in 1999, Sourz has grown to become a priority brand within the Maxxium UK and Beam Global portfolios and is an ‘accelerate’ brand in the UK for 2010. The ‘Give it Some….’ Initiative signals an ongoing seven-figure investment in the Sourz brand as part of an exciting future strategy for the brand to fuel brand growth.