Three Keepr's hard seltzer cans in red, green and purple with illustrated bees and fruit on a light blue background
Submitted by Jellybean

Keepr's Hard Seltzers PR and Influencer Campaign

Influencer Marketing

Jellybean ran PR and influencer marketing for Keepr's new hard seltzer range, which the agency reports reached an estimated 15M through trade and consumer coverage.

100%Visual Inclusion
15MEstimated Reach

Case in 60 seconds

Keepr's had a new hard seltzer range to establish in a category the page calls a new summer trend, so the brief asked for consumer and trade awareness that would turn into listings and sales.

The campaign turns on permission rather than indulgence, because the page frames a low calorie drink as a lift during the pandemic that consumers could enjoy while keeping a balanced lifestyle.

Jellybean set out to show consumers that a low calorie tipple could lift their spirits during the pandemic without costing a balanced lifestyle, while a parallel trade route pushed for listings.

Jellybean secured an exclusive in The Grocer and followed it with PR outreach and samples to the wider trade, while influencer content ran across the social feeds of Georgia Harrison and Lydia Lucy.

Jellybean reports 26 high profile pieces of coverage, 100% visual inclusion and an estimated reach of 15 million, with titles including Cosmopolitan, Closer, Sunday Express and The Grocer.

Strategy Breakdown

Consumers looking for a low calorie drink to lift their spirits during the pandemic, and the on and off trade buyers whose listings the new range needed.
The page sets the work against the pandemic, so the brand offered consumers a small lift in a period of restriction rather than selling a party occasion.
Hard seltzers were a new trend at the time, so Keepr's had to win consumer attention and trade listings for a range that neither audience yet knew.
Keepr's is cast as a low calorie tipple that lifts spirits while keeping a balanced lifestyle, which places the drink as a considered treat rather than an indulgence.

Creative & Execution System

Assets & channels

  • Other

Partners

  • Jellybean

Creator role

  • Georgia Harrison
  • Lydia Lucy

Results & Evidence

MetricValue
Visual Inclusion100% visual inclusion
Estimated Reach15M

Why Jellybean's strategy worked

  1. 1

    A trade exclusive in The Grocer gives a new range a single anchor story for buyers, so the wider trade outreach that follows has a reference point rather than starting cold.

  2. 2

    Running consumer and trade routes together lets one range serve two audiences, because consumer coverage builds the demand that the listings conversation with the on and off trade depends on.

  3. 3

    Framing a low calorie drink around balance rather than excess gives a new alcohol category a reason to be welcome in lifestyle titles and on personality feeds.

Related Case studies