Sourz kicks off UK summer campaign with Mango

Shot brand Sourz promises “the unforgettable taste of summer” as it launches a £9m marketing campaign with the permanent release of Sourz Mango.

New Mango Sourz kicks off the brand’s high profile summer campaign in the UK

Sourz Mango becomes the first permanent new flavour in the range for two years and marks the start of a high-profile marketing campaign for 2013 named ‘Unforgettable Summerz with Sourz’.

The fully integrated campaign will include media partnerships with MTV and Capital FM, and an on trade sampling campaign, supported by digital and social media activity.

Eileen Livingston, marketing controller for Sourz at Maxxium UK, said: “Launching Sourz Mango is about delivering an innovative and exciting new flavour for fans and importantly, making them part of its development.”

The new addition to the Sourz portfolio was created last year when over half (54%) of Sourz’ 507,000 strong Facebook community chose mango in an interactive poll for the next flavour.

Livingston added: “It was an instant hit, creating a lot of excitement and generating high levels of interest and buzz online.”

Sourz Mango was initially available on a limited edition basis with supermarket chain Asda, but after exceeding sales expectations the group decided to introduce the flavour as a permanent addition to its portfolio, joining apple, raspberry, cherry, tropical and blackcurrant expressions.

Maxxium UK describes Sourz Mango as having a zingy fruit flavour that “embodies the dynamic and lively characteristics synonymous with the brand” while “capturing the excitement of summer”.

Livingston added: “Sourz Mango’s success also reinforces the importance of social media for engaging with our 18-24 target market. Fans can rest assured there will be lots of exciting initiatives to look forward to throughout the year.”

One of these is a VIP Pool Party giveaway competition in partnership with MTV and Capital FM. The lucky winner and four friends will jet off to Ibiza for a summer party with their own DJ and photographer. This will be promoted on TV from May to July together with radio and Facebook support.

This is a suggested Sourz Mango mixed drink:

Mangotastic

Ingredients:
50ml Sourz Mango
Fresh lime wedge
Lemonade
Fresh orange juice

Method:

Fill a clean, tall glass with cubed ice. Squeeze a fresh lime wedge over the ice and drop in glass. Add 50ml of Sourz Mango. Top up with lemonade and fresh orange juice, stir and serve.