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February 25, 2007
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GUERRILLA 3: Bottlegreen serves an ace




Were you at any major tennis events last summer? If you were, then you may have spotted the Bottlegreen ‘ice cream’ van, offering samples of the company’s natural, non-alcoholic drinks, ranging from cordials to sparkling presses.

The guerrilla campaign was developed by Carbon Marketing and Bottlegreen’s PR agency Clarion Communications. Throughout summer 2006, a specially adapted and branded ice cream-type van provided the drinks company with both a product sampling exercise and PR focus. The main target was tennis, with the van making appearances in and around Wimbledon among other leading tournaments.

Bottlegreen is a Cotswolds-based soft drinks company. The business applies winemaking skills to create sophisticated soft drinks for adult palates using Cotswold Spring water and a traditional cold filter manufacturing process, delivering unique, clean and natural flavours.

The Bottlegreen van dropped off a hit squad of brand ambassadors at each destination offering samples and briefly talking up the brand’s unique qualities.

Tennis events were seen as delivering an appropriate, best-fit audience. But Carbon also prepared a hit list of other aspirational outdoor events that could be targeted throughout the summer at short notice, with ‘go’ or ‘no go’ decisions at the last minute based on factors such as the weather, likely visitor numbers and appropriateness of content and audience.

Commenting on the campaign, Simon Sa’Feio, account director at Carbon Marketing says: “We needed a nimble, cost-effective live marketing solution for Bottlegreen. The branded van is a flexible, long-term answer, providing presence at events such as Wimbledon and elsewhere when restrictions or space costs might otherwise deny us. The mechanic allows us to react and capitalise on short-notice changes and new additions to the summer events. Meanwhile, we are working closely with Bottlegreen and the company’s PR agency to develop the brand’s story beyond the event itself.”


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