Refresh PR launches Skinny Lager

SkinnyBrands has appointed Refresh PR and social media agency Shoot the Moon to launch its new range of low calorie alcohol drinks, including Skinny Lager.


Skinny Lager

Skinny Lager, which is SkinnyBrands first product,  is a “full strength” lager that contains 89 calories per 330ml and it launches into Morrisons this month.

SkinnyBrands will continue to create a portfolio of lower calorie alternative products throughout the rest of the year, including ready-to-drink cocktails, Skinny Wines – including Sauvignon, Merlot and Frizzante – as well as ciders, speciality beers and spirits.

Refresh PR has initially been briefed to launch the new Skinny Lager brand to consumers through targeted media relations throughout the key January period, with further creative campaigns to support its growing portfolio following in 2017.

Shoot the Moon will be responsible for creating a social media strategy that will align with how SkinnyBrands’ consumers behave and the spaces they congregate online.

To initially launch Skinny Lager it will build online brand presence, develop a brand voice on Twitter, Facebook and Instagram.

Both agencies won the brief following a three-way pitch.

Tom Bell, SkinnyBrands’ creator and co-founder, said: “More people than ever are choosing to adopt a healthy lifestyle, from exercising to watching what they eat, but before SkinnyBrands there wasn’t a full-strength alcohol that fitted into this way of life, making our offer really compelling.

“During the pitch process, we were impressed by Refresh PR and Shoot the Moon’s combination of individual expertise and a joined-up approach to marketing.”

Related Posts
PR News in Brief
This week’s PR news in brief (19-23 February)
Here’s a round-up of the week’s essential PR news, featuring a story that changed Microsoft’s corporate comms forever an interview with Esquire style director [...]
Higginson PR co-founders Clodagh and John Higginson
Higginson PR to promote London design studio Made Thought
London design studio Made Thought has appointed Higginson PR to enhance its global profile in the UK and international press. The agency will highlight the design studio’s [...]
Relevance International makes two hires in London office
Relevance International makes two hires in London office
Relevance International has appointed Anita Gryson as associate director and Alice Lacey as account director in its recently launched London office. Gryson has 11 years’ [...]
Halpern to promote Laura Ashley’s 65th anniversary
Halpern to promote Laura Ashley’s 65th anniversary
Home and fashion retailer Laura Ashley has appointed Halpern as its retained PR agency. The agency will support on special projects to help the brand celebrate its 65th [...]
Copyright © 2018 Gorkana