Creating significant noise around pioneering sustainable packaging launch in grocery trade industry
Leading industry eco commentary during campaign period
Harnessing targeted LinkedIn ads to maximise buyer awareness
Pieces of Coverage
Length of Campaign (months)
Anti-plastic campaigning brand, GUNNA Drinks was looking to maximise trade and industry awareness of its launch of the UK’s first aluminium bottled sodas. It wanted to use this ground-breaking NPD to further build its reputation as THE sustainability champion within the soft drinks category.
GUNNA has a seriously great tasting range of lemonades, with flavours Lemon, Lime & Mint, Raspberry and Mango, and Citrus and Coconut. Since day one, putting planet first has been a central pillar of the brand’s ethos. So beyond tasting brilliant, the products are eco-consciously crafted and created with a clean ingredients list. It is also committed to only using aluminium cans, and never damaging single use plastic bottles.
The brand had already made a name for itself, thanks to its craft-beer-esque branding and bold and unafraid critiques of big soda’s reliance on polluting single use plastic bottles. It has also established strong listings in retail, online, in the on-trade and via foodservice and food to go outlets.
This gave GUNNA’s the perfect springboard to launch its aluminium bottle, seen as the next phase in its development. With around 70% of soft drinks currently bottled in damaging single use plastic, GUNNA cleverly utilised a larger, resealable 500ml aluminium bottle format. Three immune boosting lemonades were launched in this new format, tapping into the increasing demand for functional food and drink products. Together making a compelling proposition.
Storm’s FOOD & DRINK team was briefed to maximise awareness of this UK first. A robust trade marketing PR programme targeted the retail, FMCG, OOH and the wider drinks trade media. Laser-focused LinkedIn advertising ran alongside and complemented activity to generate visibility directly with buyers and key decision makers.
On-going support post launch included gaining share of voice at Lunch! Show 2023, seeding sustainability commentary in key soft drinks trade features, as well as supporting GUNNA’s existing portfolio of drinks and its updated Miss Mojita soda.
The campaign generated 40 pieces of coverage in titles ranging from The Grocer, Better Retailing, FMCG, Natural Products News, through to specialist sustainability and packaging titles CanTech, Sustainable Packaging News, Packaging Europe and The Metal Packager.
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