Innovative Five Roses Ice Tea marketing campaign

Five Roses commissioned Rossen to build 15 ton sandcastles (20 m³) incorporating the Five Roses Ice Tea logo at the Gateway Mall, KwaZulu Natal and Nelson Mandela Square, Gauteng.

These sandcastles set the scene for a fresh summer fun sampling campaign. Five Roses Ice Tea promoters will be positioned around the sculpture, to offer shoppers an ice cold sample of Five Roses Ice Tea.

"This is a first for South Africa and incorporates a refreshing and innovative summer element in the sampling campaign, which allows Five Roses to introduce consumers to the new Five Roses Ice Tea. The sand sculpture element will draw crowds and gives us a chance to captivate the target market in a fun and unique way," comments Five Roses Brand Manager, Jacques Cronje.

Five Roses set up the base structure in the malls for the sculpture in one day and three days were required to bring in the sand and build the sculptures. An additional 10-20m³ of sand has been used for a sandpit where children can play.

The launch campaign for Five Roses Ice Tea also includes a sampling campaign at various beaches over the peak holiday season (ten beaches in the Western Cape and Kwazulu Natal). In order to maximise awareness, five telescopic banners will be erected at each beach during the promotion. This area will be the promotional base and the telescopic banners will create ownership of the beach, and added brand awareness.

With the a young and stylish target market, the Five Roses Ice Tea marketing campaign also includes a refreshing and creative new television commercial. The new 30" commercial, created by Guru Advertising, aims to make the brand a little younger by creating a stylish and trendy feel to the product, while at the same time ensuring strong Five Roses values and cues.

"Consumers buy this brand because they know and trust Five Roses quality. The Five Roses Ice Tea offers real refreshment and the commercial is filled with refreshing images. We also included the Five Roses 'signature' of red roses and rose petals throughout the commercial in very interesting and unexpected ways," comments Cronje.

All aspects of the Five Roses Ice Tea marketing campaign are both innovative and refreshing and by targeting beaches over the December period and incorporating the art of sand sculpture into the sampling campaign, Five Roses aims to successfully target between 100 000 and 130 000 potential Five Roses Ice Tea consumers.

"Five Roses Ice Tea is the latest innovation from a trusted brand leader. This ready-to-drink tea variant offers more excitement and variety in the cold beverage sector and the innovation and creativity of the marketing campaign, along with the brand heritage of Five Roses, is expected to captivate and instil brand loyalty and accelerate strong growth in the ice tea sector," concludes Cronje.

Five Roses Ice Tea promotional sampling campaign will be taking place from the 1st - 11th December at Gateway Mall and the 5th - 13th December at Nelson Mandela Square.