"Everyone knows that the perfect serve for Savanna is with a slice of lemon," explains Natasha McClymont, managing director of Fresh AM. "Savanna decided to release a limited edition beverage which included the lemon flavouring and tasked us with engaging their sales force."
"The success of a new campaign is dependent on effective internal communications," says McClymont. "That is why we take our role in the process so seriously. You want to ensure your sales force are dedicated brand ambassadors, especially for a product like this, which means that everyone needs to be on the same page. While many companies undervalue the importance of their sales force, we believe that the sales force is absolutely integral to the success of taking a new product to market".
As with the Savanna Can and Savanna Dark launches, Fresh developed sales force guidelines and trade presenters which were used as key communication tools to launch the entire campaign internally and to the trade.
"The sales force guidelines includes detailed information around a full through-the-line campaign in terms of marketing communications as well as merchandising and pricing. The trade presenter was specifically developed for the trade and provided a good overview of the launch and the implementation thereof," says McClymont.
In addition, Fresh played a key roll in the implementation of above-the-line radio campaigns and tastings with consumers on a national basis.
According to McClymont, Distell will now apply Fresh’s method of sales force engagement as Best Practice.
"So go out and grab yourself a Savanna Angry Lemon and taste it yourself," she concludes.