B-T0-B PUBLIC RELATIONS AND IMAGE ENHANCEMENT FOR FUZE BEVERAGES, INC.
click here to see Fuze Beverages, Inc. placements
Objectives
- Create product awareness and demand to help establish channels of distribution
- Educate retailers and distributors on what Fuze is, the benefits the beverages offer and the difference between them and everything else out there claiming to offer nutritional benefits;
- Make Fuze beverages synonymous with “Great tasting vitamin infuzions.”
Strategies
- Break through the clutter of nutritionally-enhanced new age beverages by positioning Fuze Beverage, Inc. as a pioneer and the innovators of the new Smart Age beverage category, as well as a market leader in the evolving enhanced beverage industry;
- Develop an educational platform for retailers and distributors on the benefits of Fuze’s various enhanced beverages - - “The ABC’s of refreshment;”
- Wage an aggressive and tactical media relations campaign that combines a mixture of feature, product, event and item placements in key vertical media in order to generate increased brand and product line awareness for key trade audiences;
- Introduce Fuze beverages to opinion makers…
- Food/beverage, lifestyle, health and consumer editors
- Retailers at supermarket, drug and C&G
- Celebrities, athletes and other influencers
- Integrate public relations plan into all existing marketing efforts.
Tactics
- Create core messages that capture the brand’s essence, such as:
- Fuze is “great tasting vitamin infuzions”
- Fuze is “better for you and your tastebuds”
- Fuze is “truly the ABC’s of refreshment”
- Fuze “won’t infuze you with calories”
- Develop and produce a press kit that can effectively disseminate key company and product information to a wide range of media;
- Implement an impactful teaser mailing for media;
- Create newsworthy story angles about different aspects of the Fuze brand and the various product lines to generate news that appeals to key trade media;
- Trumpet the business successes of Fuze Beverage Inc.’s core team;
- Secure interviews and speaking opportunities for Fuze Beverage Inc.’s key executives when appropriate;
- Write and disseminate press releases on business announcements such as product line extensions, key strategic partnerships, funding, advertising and marketing initiatives, and executive hires;
- Utilize key trade shows (i.e. National Association of Convenience Stores, Fancy Food Show, National Association of Beverage Retailers, InterBev, etc) to set up personal appointments with key media.
Results
- Positive feature coverage in all key trade media, including: Beverage Aisle, Beverage World and Convenience Store Decisions
- Strong retail and distributor response from coverage
click here to see Fuze Beverages, Inc. placements
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