Global Brands, which also owns the VK range, signed a deal for the distribution and marketing rights for Reef with owner Molson Coors in March, and this is the first in a series of moves planned to reinvigorate what was once a leading brand.
The bottle has a new design to make it look more premium, although it retains much of its original look, and the consumer campaign will concentrate on the fact that Reef is the only still RTD on the market and contains 42% fruit juice.
“Consumers are inundated with choice when it comes to their summer drinks options but unlike most brands, which are vying for attention in a crowded category, Reef has a unique position,” said Simon Green, marketing director at Global Brands.
“Reef is the only still fruit-flavoured RTD on the market and has the highest fruit juice content, so it delivers against consumers demands for more natural, fruity products.”
It will be aimed at 18 to 24-year-olds and tap into the growth in cocktail culture as well as the RTD market with a trade campaign highlighting how the drink can be made into cocktails and sharing drinks as well as drunk from the bottle.
Menus of drinks suggestions, such as the Skittle (a long drink made with Reef & Cointreau) and Reef Orchard Punch (a pitcher serve made with Reef, Apple Sour Corky's & cranberry juice), will be distributed to pubs along with branded pitchers and PoS material.
Digital media and PR will form the bulk of the consumer marketing push.