Fantastic news to report this merry Monday morning as Hope&Glory has won a new brief for carbonated health drink Alibi.
We are going to be looking after their press office activity, alongside a partnership-led campaign to establish them with lifestyle sports and support their summer festival programme. The Hope&Glory team will also support the brand’s trade communications as alibi grows its presence in retail, having recently gained listings in Tesco and ASDA.
For those not already familiar with it, Alibi is a carbonated blend of spring water and fruit juices and is blended with a combination of 19 vitamins, minerals and herbs.
Launched in 2008 by Oliver Bolton while he was at university as an alternative to the unhealthy soft drinks on the market (containing high sugar or artificial stimulants), it now comes in three variants (Citrus, Blueberry and Pomegranate).
Although it was launched as a “pretox” drink with properties that would help combat the impact of a big night out, the brand has repositioned itself as a more general health drink. Targeted at an urban youth audience, the agency will help position the brand as the perfect companion for “big weeks and bigger weekends”.
The summer campaign will include exploitation of the brand’s partnership with Cornwall’s leading surf schools and appearances at a range of festivals including Secret Garden Party and Leefest alongside a series of events working with festival partner Chai Wallahs. It will also include a series of event partnerships with media titles encompassing health and fitness and street sports – as well as the development of the brand’s own experiential platform.
Awesome work all round and plenty to be getting stuck into I’m sure you’ll agree!