Diffusion to handle UK launch of chia seed-based drink wow

Europe’s “first chia seed based drink”, wow, has appointed Diffusion as its retained agency to handle its launch in the UK, following a competitive pitch.

wow

wow

wow is made by cold-pressing fruit and vegetables and adding hydrated chia seeds. As a “superfood” chia seeds help hydrate the body, boost metabolism and activate glycogen, which burns fat and provides a feeling of fullness, according to the brand.

Diffusion has been chosen to build brand awareness for wow with a content-driven campaign. The team will develop and implement an integrated campaign to convey wow’s “Made Amazing” proposition.

Working alongside the brand’s internal marketing and comms team, Diffusion will create a series of consumer activations, provide a press office function, and run events as well as experiential, blogger, vlogger and influencer engagement programmes to “inspire and excite” the brand’s target audience.

Oliver Dickinson, co-founder of Wow Food & Drinks, the company behind wow, said: “As the first offering of its kind in Europe, we needed an agency with a fresh and creative approach to build awareness for wow and capture the imagination our target audience.

“The Diffusion team has strong experience in the food and drink category and with new FMCG product launches. It showcased strong insights around the UK market and understood the direction we want to take the brand, broadening its appeal and relevance, enabling us to deliver the feeling of amazing to everyday life.”

Remy Le Fèvre, head of consumer at Diffusion, added: “As the first chia seed based drink in the UK, we’re really excited to introduce wow to consumers and the industry. It’s no secret that the UK drinks market is hugely competitive which is why it’s essential for brands such as wow to build meaningful and authentic relationships with consumers. Diffusion’s campaign will draw on our experience working with challenger brands in the food and drink space, and our extensive network of media and influencers.”

Related Posts
PR News in Brief
PR news round-up (15-19 October)
Here’s a round-up of the week’s top PR news, featuring the Comms Revolutionist and PRWeek awards, new account wins for Munch and Stephen Waddington’s new [...]
Opinion: Improving PR
Opinion: Improving PR’s value by proving our value
To mark the publication of Platinum, a book from the CIPR with crowdsourced insight from industry leaders, Cision is publishing a chapter from AMEC chairman Richard Bagnall [...]
Cision-powered communicators dominate PRWeek Awards
Cision-powered communicators dominate PRWeek Awards
It was a sparkling night for Cision clients at yesterday’s PRWeek Awards, as they took home 31 of the 33 gongs on offer. The big winners on the night were Taylor [...]
Cision reveals Comms Revolutionist Awards shortlist for CommsCon
Cision reveals Comms Revolutionist Awards shortlist for CommsCon
Cision is delighted to announce the final shortlist for the Comms Revolutionist Awards, with the winners announced at CommsCon on Tuesday 6 November. The awards will showcase [...]