Maple water brand DRINKmaple has launched a social media and PR campaign to bring the benefits of maple water to the attention of the UK public.
The DRINKmaple campaign, which will run until the end of summer, includes pop-up samplings around London. The main emphasis will be on social media, utilising a number of different platforms and supplemented by a PR strategy that will look to engage lifestyle media across a broad range of demographics.
“Promising initial sales in the UK and published data predicting the maple water market to be worth over $900 million in the next four years proves to us there is clearly huge potential for maple water here,” explained Alicia Cooper, DRINKmaple UK & Europe branch manager. “The biggest hurdle for us to overcome is people’s misconception that maple ‘water’ is similar to maple ‘syrup’ and therefore it will be overly sweet and sticky. With this in mind we have launched an educational campaign that looks to encourage trial and show consumers the two products are altogether very different.”
Cooper added: “Whilst the campaign will discuss the health and fitness benefits of the drink we are keen to steer away from any coconut water comparisons and the main focus is on the taste of the drinks, with a summer recipe app being created that will highlight the water’s versatility – with it not only tasting great on its own, but also as a base for smoothies and cocktails and even as an ingredient in cooking.”
