Sidekick Announces Brand Re-launch And On-pack Offer

21 Jan 2013 --- Halewood International, the UK’s leading independent drinks company, has unveiled a new pack design for its flavoured alcoholic drink Sidekick. The launch will be supported by a high value on-pack offer to give away iPads, iPhones and iPods between February and April.

The new design will feature on all eight of the Sidekick flavours, to provide greater shelf and back-bar stand-out within the Trade.  The re-launch is being supported with Facebook activity targeting core consumers of 18-25 young adults and students.

The on-pack offer features 200,000 promotional bottles with a unique code underneath a peelable label, giving fans the opportunity to win over 250 pairs of iPads, iPods and iPhones, as part of the Celebrate Your Sidekick campaign.  The campaign is a celebration of you and your friends and positions Sidekick as the ideal partner for a big night out.  Consumers will need to text this code to the number provided to see whether they have won, and winners will receive a prize for them and their sidekick.

The promotion aims to reward and retain existing consumers of the brand, attract new customers to the segment, and drive sales during the New Year period through to the Spring.

The competition will run on five flavours of Sidekick 50cl bottles, which are Strawberries and Cream, Apple, Blueberry, Chocolate Mint, and Cookies and Cream.  These will be distributed through the Off Trade, including major multiples and convenience stores.

Sian Dixon, Brand Manager for Sidekick at Halewood International, comments: “Halewood International has placed significant investment into the Sidekick brand this year and this on-pack offer represents the first major consumer activity for 2013.

“The Sidekick brand has also undergone a major re-launch, including a new campaign ‘Celebrate your Sidekick’ which focuses on Sidekick being a great addition to a big night out with your friends.  The campaign will be executed through online media, on-pack promotions and On-Trade point of sale.”

Sidekick is available in 50cl bottles with an ABV of 14.5%.  All flavours lend themselves to being enjoyed neat, or as part of a long drink, cocktail or pitcher.

Sidekick is available in a range of flavours including Strawberry and Cream, Cookies and Cream, Chocolate Orange, Chocolate Mint, Apple, Black Cherry, Blueberry and Cola.