Kinghorn-Davies | Case Studies

A chilled-out event for Pepsico's PJ Smoothies brand delivered big time.

Kinghorn-Davies were briefed to raise PJ's profile in the media and come up with an idea to create a buzz on the streets of Newcastle.

Part of a portfolio of brands owned by PepsiCo International UK, the world leader in convenient foods and beverages, the PJ Smoothies brand focused on living life to the full and grabbing life's opportunities with both hands.

Each 250ml bottle contained at least 2 out of 5 fruits recommended per day, and with flavours like 'Look Sharp' (a combination of kiwi and limes), 'Black and Blue' (containing blackcurrant and blackberries) and Energy Boots (full of peaches, pineapples and passion fruit) PJ's offered a unique tasting experience.

So tasting was essential, but the product had to be served chilled!

We had seven weeks to plan and execute the campaign to tie in with a major national poster and digital campaign. We decided on a branded 'tasting station' in a high-footfall street location to catch the lunchtime office market. First job was to calculate how many tastings we were likely to dispense on the day to determine how much product would be needed and what level of chilled storage would be required - vitally important since the PJ's 'Tasting Station' would be in the middle of a busy shopping street with no power supply and no easy method of restocking supplies.

We organised chillers and portable power, and set up a supply line for instant restocking with pre-chilled product. The tasting event was supported by an on-street promotional team awarding instant prizes; a radio competition, a newspaper competition, and a week-long on-street product give-away.

To complete the week-long activity, we set up an evening event in a local wine-bar and arranged a high-profile sponsorship deal with the high-achieving Eagles Basketball team.

It was certainly a high visibility week for PJ's.