RELENTLESS ENERGY
Customer profiling, store location strategy & sampling, brand awareness campaign
“S2 have helped with major Rugby, Football and Olympic Torch route events so, with their knowledge of our customers and the drinks marketplace, they were the obvious choice for this sampling programme.” – Brand Manager, Relentless
The Brief
Owned by Coca-Cola, the world’s leading soft drink manufacturer and distributor, Relentless is a hugely successful global energy drink associated with the promotion and sponsorship of extreme sports and events focused on the young and adventurous.
Relentless Energy wanted to run a UK wide major sampling tour to target an audience of primarily male 18-24 year olds who have the need to replenish their energy levels.
The aim was to raise awareness of Relentless via a sampling road show promotion and to drive footfall to local retailers stocking the brand in order to convert samples to purchases. Relentless asked S2 to provide a list of regions (key city centres) that have a high, concentrated, number of the target audience within key catchment areas.
Action
Using Marketview, our data mapping, reporting and location analysis software, S2 provided heat maps and a ranking of city centres sizing the number of existing and prospect outlets broken down by the three main target audiences.
We also produced catchment analysis reports for each city which centred on major transport hubs and universities in order to build footfall and identify the best prospect sites. The definition of city centres was deliberately loose as these varied due to geographic size variations but a focus on the student population was seen as being key to the brief. In order to provide a truer comparison, we balanced cities by creating areas which covered central postcode areas.
Result
The insights and output delivered by S2 enabled the Relentless team to focus on key areas of the UK with maximum potential for volume growth, both by the number of retailers stocking the brand and by sizing the population of people who matched the customer profile.
At the same time, Relentless was able to run a major sampling programme and reinforce relationships with key wholesalers and retailers stocking the brand.