Blog : Maxxium UK

Stripe secures Midori UK digital & PR brief
Stripe Communications

Stripe secures Midori UK digital & PR brief

We’re raising a glass here at Stripe after being appointed by Maxxium UK to handle digital and PR services for its melon liqueur brand Midori.

Fact: the distinctive green liqueur was first launched in 1978 at the legendary Studio 54 – arguably the world’s most famous nightclub in its day.

We’ll be shaking up a cocktail of digital and social strategy development, community management, CRM and influencer outreach as well as traditional consumer and trade PR and communications.

It’s all aimed at building awareness among the core consumer targets to strengthen the brand’s emotional connection with fans.

Maxxium’s Nick Barker, who is Brand Manager – liqueurs, had this to say about us: “Stripe’s pitch demonstrated a thorough understanding of the Midori brand and target audience. They have created a compelling digital and comms strategy to help us deliver, and it’s great to have them on board”.

It’s an exciting brief – cheers!

Stripe wins best Consumer Relations campaign at CIPR PRide Awards
Stripe Communications

Stripe wins best Consumer Relations campaign at CIPR PRide Awards

Stripe Communications picked up the Gold Award in the Consumer Relations category for the ‘Sourz…Give it Some…Summer’ campaign at last night’s CIPR PRide Awards (13 October 2011).

Stripe worked closely with Maxxium UK to deliver a consumer campaign targeting 18-24 year olds across the UK and create an emotional connection with the brand. With a fashion and grooming focus and campaign tour across seven UK cities, Stripe engaged with the target audience about getting ready for the weekend with Sourz.

Juliet Simpson, Managing Director said: “This is a fantastic result for the team as the ‘Give it Some…Summer’ campaign reinforced our commitment towards doing things differently, and helped Maxxium drive Sourz awareness and sales in 2010.”

Stripe nominated for three CIPR Scotland PRide Awards
Stripe Communications

Stripe nominated for three CIPR Scotland PRide Awards

Stripe Communications is delighted to announce that we have been shortlisted for all three CIPR PRide Awards which we entered in year.

Following yet another hugely successful event which saw over 19,000 fans descend on the Nevis Range, the Fort William Mountain Bike World Cup was nominated for Best Campaign £10k and under.

Our work with Maxxium on their ‘Give It Some…Summer’ campaign for their Sourz brand has also been recognised, with confirmation that we are also in the running for the Best Campaign category as well.

Finally, after yet another blockbuster year, Stripe Communications has been shortlisted as Outstanding Consultancy of the Year, which would be a remarkable achievement after winning this accolade in 2009.

The winners will be announced at the annual CIPR PRide Awards being held on the 13th of October in Glasgow.

Sourz expands brand with exciting new addition!
Stripe Communications

Sourz expands brand with exciting new addition!

Stripe worked alongside leading spirit brand Sourz to announce the launch of a must-stock new addition to its product portfolio. Sourz Raspberry is the first new permanent variant to be introduced in three years and is set to be a firm favourite with fans this summer and beyond.

Created in response to growing consumer demand for exciting new flavours and taste experiences, Sourz Raspberry also represents a step change for the brand.

In a noticeable departure from the existing portfolio colour palette, the brand new bottling has been given a fresh, creative treatment. Shocking pink is combined with bold black to give an impactful and distinctive look to maximise standout in bar or on shelf.

The launch of Sourz Raspberry also marks the start of a high profile through the line campaign for 2011, which seeks to strengthen the brand’s emotional connection with consumers and reinforce Sourz’ role in getting ready for, and enjoying great nights out with friends.

The seven-figure push will target consumers using a fully integrated approach with national TV advertising at the heart of the campaign. In addition to the brand’s small screen debut, Sourz will also feature in experiential marketing, PR and social media activity, as well as an exciting partnership with a high profile entertainment brand soon to be announced. The campaign will build on the brand’s fashion and grooming credentials, bringing to life the importance of getting ready for the weekend to its consumers.

Available in both on and off trade outlets the new Sourz variant retains the same fresh, energetic, lively and dynamic characteristics associated with the rest of the range. Like all other flavours in the portfolio, Sourz Raspberry can be enjoyed as a straight serve, mixed drink or pitcher.

Emma Heath, Marketing Controller at Maxxium UK says: “The launch of Sourz Raspberry is part of a long term strategic plan for the brand that reinforces our commitment to innovation through new flavours, taste delivery and category leading communication plans.

“We’ve seen with our recent Limited Editions that our customers have demonstrated an appetite for new flavours, so we’re excited to be providing yet another opportunity for them to explore and enjoy new taste experiences. Introducing another permanent variant is a natural move to develop the Sourz brand further still.

“We’re thrilled about the continued growth of the brand. As the UK’s number one liqueur brand in the on trade and number 3 in the offs, retaining our existing customers and recruiting new ones through ongoing innovation and investment is key *. By continuing to excite consumers and give them more choice, we aim to fuel further growth and strengthen our position in the category.”

From June 1st 2011, Sourz Raspberry flavour will be available in pubs, clubs and bars and will be stocked nationwide in independent retailers and multiple retail outlets including Tesco and Asda. It will be supported by nationwide sampling events, an extensive trade advertising campaign and premium of point of sale materials

Leveraging the power of a 350,000 strong online community on Facebook, Sourz will also be engaging directly with its fan base to offer Sourz ‘super-fans’ the exclusive opportunity to sample the product before it goes on sale.

Stripe Secures National Sourz Campaign
Stripe Communications

Stripe Secures National Sourz Campaign

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.