Maxxium launches major Sourz campaign
Maxxium UK has launched a major consumer campaign to reposition Sourz as a modern mixable spirit.
The £4m Add some Zing campaign will culminate in a series of Zing City events. The events will feature DJs including Streetlife DJs, Justin Robertson and Jon Carter.
Consumers at the events will be able to try drinks such as Sourz Apple and cranberry, Sourz Cherry and cola and Sourz Blackcurrant and lemonade.
The 1,500-capacity events will be held in Glasgow, Liverpool, Manchester and Bristol.
In addition 25 hand-selected independent partner bars in each city will receive vibrant POS kits to position Sourz as a mixable spirit, promote Zing City and offer the chance to win event tickets.
Sourz brand manager Mark Docherty said: "Thousands of consumers will be exposed to our multi-media publicity campaign in the build-up to our exhilarating multi-sensory events that mix music, colour, energy and people. Zing City will make Sourz the brand of the moment for fun-loving, confident 21-35 year-old women and men."
