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Reading: Drink brand LOL moves to woo tweens with Reece Mastin
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B&T > Advertising > Drink brand LOL moves to woo tweens with Reece Mastin
Advertising

Drink brand LOL moves to woo tweens with Reece Mastin

Staff Writers
Published on: 30th January 2013 at 12:38 PM
Staff Writers
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Fizzy fruit drink LOL hopes to target the tween market by offering the chance to win tickets to see X Factor winner Reece Mastin perform at an exclusive concert.

Vizeum is behind the LOL Live campaign which is encouraging consumers to purchase the 99% fruit drink for the chance to win tickets everyday for 50 days to attend the secret show.

Vizeum enlisted MCM Media to help make the Heinz beverage brand ‘cool’ to tweens.

MCM Media secured Mastin and will product the event.

LOL Live will also be amplified through branded TV commercials on MTV and Nickelodeon, on pack, in-store, out of home, online, Facebook, mobile as well as on the Today Network radio stations.

Katie Saunders, general manager of Golden Circle for Heinz, said: “The tween market can be somewhat of an enigma and we feel that Vizeum’s campaign will really find them in their natural habitat, whilst also developing a unique, ongoing event for our brand to own.”

“Using music as the campaign cornerstone makes it easy for our audience to share the campaign through social channels and associate the brand with something they love.”

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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