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FMBX News
Posted: Mar 15, 2011
Ben Shaws traditions brought to life by The Circle Agency
Soft drinks company, Ben Shaws has appointed experiential experts Circle Agency to design and manage an engaging and memorable live campaign for its 140th anniversary this year.
Ben Shaws has been serving family favourites since 1871. Its products include Traditional Cloudy Lemonade, Dandelion and Burdock, Cream Soda and Bitter Shandy, having stood the test of time and now enjoying a new lease of life as new consumers discover the brand and their favourite drinks.
To celebrate its incredible 140th anniversary the campaign will recreate traditional British birthday parties at events across the UK. The campaign is designed to remind people of the brand’s long standing history.
Circle Agency’s brand ambassadors will engage the audience with time-honoured party games, birthday tunes chosen by party guests, prizes, bunting and sampling activity for Ben Shaws soft drinks. This unique and interactive brand experience aims to provide an opportunity for people to join the party and rediscover a classic British beverage.
The campaign ties in with an above the line brand refresh to help increase the brand’s profile and communicate the family credentials of Ben Shaws and its product range.
Circle Agency Managing Director Claire Stokes explains;
“We are delighted to be working with Ben Shaws as a historic brand with a focus on experiential at its core for this campaign. We will primarily target adults who grew up with these drinks, taking them back in time and using the great British birthday party to create nostalgia around the brand.”
Sundeep Gill of Ben Shaws explains;
“This will be our first nationwide experiential activity and will have its roots firmly in light hearted and engaging experiences. Everyone loves a birthday party, and a 140th birthday is quite a milestone, that definitely needs to be celebrated. We will spend the summer celebrating Ben Shaws’ birthday with consumers across the country – and of course Ben Shaws beverages.”
The campaign will include a comprehensive social media amplification programme, collecting content to populate engaging Facebook and twitter accounts, driving consumers to purchase and extending the brand experience.
Locations on the birthday tour are yet to be announced.
