New to market soft drink Aapa hit shelves at the start of September and has already caused quite the stir achieving outstanding national listings with Asda and WHSmith. Now, things are really upping the pace with wider distribution, marketing roll out and a string of new hires.
Adding three new recruits to the team, Aapa has appointed a new Head of Sales for UK and Europe as well as two marketing co-ordinators to support the business with its aggressive go-to-market strategy.
Carving out a new category of its own between functional drinks and traditional soft drinks, Aapa offers people a naughty tasting drink which isn’t naughty at all. Low calorie, low sugar, nothing artificial – ever, it’s refreshing taste with meaningful nutrition.
Every 330ml can of Aapa contains 7g of fibre, added Zinc and Calcium, antioxidants and real fruit juice, is naturally sweetened, and comes in at just 49 calories, offering genuine taste backed by a substantive ingredient stack with real world benefit. It means shoppers no longer have to choose between something which tastes great on the palate and something that is going to do good. There are four different flavours available - Lemon & Lime, Orange, Wild Berry and Tropical with a 4-pack format and a single 330ml can.
Mark Watkins, Director of Aapa Drinks said: “Things are only just getting started. Early feedback from retailers has been outstanding, the rate of sale is strong and we’re seeing high levels of brand advocacy from our early adopters. That said, we’ve only just scratched the surface at this point and we’re heading into the all-important final quarter of the retail calendar where our marketing activity really starts to ramp up to drive demand and increase brand awareness.”
Continuing its success with Asda, Aapa hits Asda Express stores across the country as a single 330ml can offering in the chiller and will feature as part of its meal deal.
From October, Aapa really ramps up its marketing efforts. Above the line campaigns will see Aapa make a play for different target consumers across multiple touch points including sponsorship of the Pro Am Padel Tour with Aapa brand ambassador current UK Padel champion, Louie Harris.
Aapa’s ‘Shame about the name’ campaign brings to life Aapa’s uncompromising full flavour and real world benefits through humour and will feature across multiple formats including outdoor, paid social and pre-roll. Getting the Aapa brand in hand, nationwide sampling in high footfall city centre locations and train stations also gets underway with an Aapa branded ‘Canbulance’ delivering ‘Thirst Aid’ as Aapa looks to create a community of brand loyalists and early adopters.
This is married with tactical PR and influencer campaigns which aim to build long-term brand value investing into people, moments and subcultures to create shared opportunity.
Mark Watkins continued: "This is a competitive market space which has been dominated by major players. Emerging from it, is the functional drinks market, but that isn’t a space we want to play in. We’re not a health drink, we’re an incredible tasting soft drink with benefits. We’re not asking people to choose between flavour and what’s good for you, we truly believe you can ‘have your can and drink it.’ Our advertising campaign ‘Shame about the name’ is the first stage in that storytelling process. We've built steady momentum and consumers are staying with us beyond trial. With heavy investment into marketing, the priority now is to make sure people can find Aapa wherever they shop, so we're keen to start conversations with retailers of all sizes as we roll out the brand."
To enquire about stocking Aapa and find out more, visit: https://drinkaapa.com or email trade enquiries: sales@drinkaapa.com
