Britvic’s Prime Now awareness campaign
Britvic is a leading soft drink company, with operations in the UK, Ireland, France, and Brazil. Across these four countries, the company has developed a strong portfolio of its own iconic brands. This includes Britvic’s London Essence Co. collection, which is a range of mixers developed using traditional distillation techniques to create light and elegant drinks.
Britvic wanted to drive awareness of its London Essence Co. range of mixers, including tonics, gingers, and sodas, specifically in London.
Britvic worked with Amazon Advertising to create a custom campaign using branded Prime Now bags. Amazon sent London Essence Co.-branded Prime Now bags on all orders to customers in a select number of London areas across a six-week period in July and August 2019. To help gauge success, a control region was set up where Prime customers in London did not receive the branded packaging. This approach enabled the team to compare sales uplift in areas that received the branded bag versus those that did not.
The campaign results were positive in term of both sales and awareness. Sales of London Essence Co.'s range of drinks increased by 126% on Amazon in the London regions that received the Prime Now branded bags, versus those in London regions that did not. The campaign also drove a 123% uplift in impressions.
The Prime Now branded bags campaign for the London Essence Co. gave us the opportunity to engage Amazon customers off-line in specific London areas. It generated positive results in both driving awareness and sales.– Dan Turner, National Account Manager, Britvic