ICON was briefed to develop and execute an integrated communication program to help launch Mount Franklin Lightly Sparkling water (a new premium carbonated water drink) to the general public, as well as key stakeholders within the HORECA channel (Hotel, Restaurant and Cafe).
This was the brand's first move into this competitive channel, dominated by key overseas players such as San Pellegrino, Perrier and Evian.
With such a wide range of stakeholders to address, the launch strategy required a multi-layered approach.
ICON developed a campaign that extended way beyond typical initiatives associated with consumer public relations and implemented a fully-integrated marketing communication program that included event sponsorship, targeted media relations, product placement and internal communications.
The carefully targeted program assisted in the successful launch of the water brand to consumers, employees and the HORECA channel and built important relationships between Coca Cola Amatil and their new channel audience.
Significant media exposure was achieved through creative media relations and advertorial concepts and product sales exceeded initial company expectations.