Agency Diffusion has been appointed as its retained agency following a competitive pitch process, and has been tasked with developing and implementing an integrated campaign to convey Wow’s "Made Amazing" proposition.
Working alongside the brand’s internal marketing and communications team, Diffusion will create a series of consumer activations that will bring Wow’s proposition to life through traditional, social, digital and experiential platforms.
Activity, which has yet to be confimed, will span events and experiential, blogger, vlogger and influencer engagement to inspire and excite the brand’s audience. A dedicated press office campaign will promote Wow’s offering within the category across food and drink, consumer lifestyle, health and wellbeing titles as well as trade and corporate media.
Diffusion’s campaign will educate consumers on the product benefits and highlight how each bottle is carefully "made amazing" through use of the best ingredients, processes and practices. PR will centre on inspiring people to feel amazing and showcase the brand’s unique positioning.
Oliver Dickinson, co-founder of Wow Food & Drinks, said: "As the first offering of its kind in Europe, we needed an agency with a fresh and creative approach to build awareness for Wow and capture the imagination of our target audience. The Diffusion team had strong experience in the food and drink category and with new FMCG product launches."
Soft drinks brand Firefly launched a personalised bottle campaign last month.
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