GRATTERPALM AND CHOCOLATE COLLABORATE TO CHILLAX THE NATION THIS SUMMER

Multi-award winning agencies Chocolate PR and Gratterpalm are appointed to head PR and marketing campaign for exciting new functional drinks brand and its launch into FMCG market.

The two Leeds and London based agencies are collaborating to create an international buzz around the new natural mixer to hit the drinks market, Chillax, kicking off with a 'Naturally Chilled Summer' campaign this week. Set to encompass in bar events, media relations and sponsorship, the PR campaign, which is to incorporate marketing messages such as ‘Change the habit of a night time’, is targeting the trade with communications to drinks buyers as well as creating a brand profile with key consumers, ABC 1C2 women 18-34.

To support the Chillax PR launch, Gratterpalm has produced a unique social media campaign based around Facebook, which is set to be the hub for summer partygoers looking to unwind. By creating a ‘Naturally Chilled’ playlist, the Chillax brand is engaging with up and coming talent, as musicians submit their sounds to create the ultimate summer playlist, which will be available exclusively through Facebook, Spotify and the Chillax website.

Chillax creator Ray Averre said: “I chose to work with Gratterpalm and Chocolate PR and as they are 2 of Leeds' leading creative agencies who have portfolios which showcase creative events, innovative social media campaigns and experience working with leading beverage brands.

“They understood the brand from day one and are already successfully working together to introduce Chillax to the target market. I'm really excited to see audiences connect with the brand through the marketing tools and materials the agencies are creating.

“Chillax is a natural mixer that can be enjoyed on its own or with alcohol and it helps consumers to kick back and relax, rather than increase energy levels. There's nothing else like it on the functional drinks market and its natural fruity ingredients and minimal calories make summer the perfect time to launch.”

The brand will soon be rolled out across a number of bars nationwide and next month a Chillax Zone will feature at one of Yorkshire's coolest festivals, the Magic Loungeabout as part of the launch activity.

Jo Swann, MD at Chocolate PR, said: “This is a exciting project as Chillax is almost in a market of its own – as a natural mixer that goes with pretty much anything it’s got huge potential, and women are loving the 17 calorie message. The fact it helps you de-stress as well, rather than pump you up is also something initial focus groups really responded to. We’re thrilled to be working with Gratterpalm to introduce it to audiences on both a regional and national scale. Our teams are working closely together to ensure the brand quickly becomes associated with summer and chilling out.”

Simon Kendrew, head of digital at Gratterpalm, said: “We quickly realised in the research stages that Chillax is all about friends coming together and having a great time and we’re bringing this to life through social media, web and mobile.

“All the fun of the launch events are showcased in the Facebook galleries and throughout the summer we’ll be running a number of competitions, where fans can win a weekend in Ibiza, and exclusive events to reward our loyal ‘naturally Chilled’ followers.”

Two years in the making and developed by the UK's top blend house, after being invented in North Yorkshire Spa Town, Harrogate, Chillax is a natural mixer, made with a unique combination of ingredients including Rosehip, Hibiscus and Passionflower. Drunk alone, or mixed with spirits, at just 17 calories it is the most slim-line mixer on the market, and provides 30% RDA of Vitamin C, E, B6 and B12.

For more information visit www.chillaxdrinks.co.uk

GRATTERPALM AND CHOCOLATE COLLABORATE TO CHILLAX THE NATION THIS SUMMER