SARSON'S LAUNCHES ARTISTIC LIMITED EDITION BOTTLE
Sarson's is set to launch a new limited edition Malt Vinegar bottle featuring its well loved 'Fish and Chip' characters created by artist Paul Thurlby. Launching on 11th January and available throughout February, the new label sees the brand change its background from red to blue for the first time.
The Malt category is under pressure from the rising popularity of Speciality and Balsamic vinegars and Sarson's is keen to maintain its current consumer base as well as encourage a younger user. Sarson's currently enjoys high brand awareness (82%) ** and is found in 21.7% of all UK Households ***.
Following extensive consumer research, the new artistic styling of the bottle aims to make the product appealing and accessible to a younger audience whilst still remaining recognisable to its loyal fan base. Consumers will be familiar with the figures on the bottle as the brand revives the 'Fish and Chip' characters after a successful print and outdoor media advertising campaign in 2014/15.
Sarson's found that 84 per cent* of consumers sprinkle vinegar on their chips and the campaign will help to promote the 'vinegar with chips' usage occasion. The campaign aims to revitalise the vinegar sector whilst pushing the brands own unique messaging 'Don't say vinegar, say Sarson's'.
Noa Hasegawa, Sarson's Brand Manager, said: "When we created the 'Fish and Chip' characters we knew that their journey wouldn't end with just the print and outdoor advertisements. Consumers told us they loved the characters and it seems fitting to use them on pack during the two most popular chip eating months, January and February. This is the first time the Sarson's label has been changed from its iconic red colour in a decade and we're excited to see how consumers respond."
Notes
*Source: Research conducted by Mindlab International Ltd with 1,000 UK adults (Dec 2014)
** Source: Brain juicer Brand health study Jan 2015
*** Source: Kantar worldpanel vinegar brand report 52w/e 13th Sep
