Marketing

Ballygowan set for major Spring repackaging and marketing drive

Ballygowan is to undertake a major marketing drive this Spring in a relaunch of the 30 year-old brand to counter falling sales figures.

Ballygowan sales have slipped in tandem with falling consumer demand in the soft drinks market as a whole. However bottled water in particular has been subject to a drop in demand due to value perceptions coupled with the own-label options available in the multiples.

While Britvic Ireland’s Ballygowan still leads the on-trade bottled water market, falling pub sales have adversely affected brand income in common with every other on-trade brand.

The relaunch will be accompanied by a significant packaging redesign including the logo as well as a consumer campaign to help it connect with younger consumers.

 

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