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VIQUA
The Munich-based company Sturmfeder Schütte GmbH created a new drink: VIQUA – an elegant combination of the premium mineral water Pineo from the Spanish Pyrenees mountains and the noble Sturmfederschen Rieslings from Württemberg in Germany. The show-stopper here: the wine-water mix comes in a very stylish, long-neck bottle and fits right in with other very hip mixed drinks.
For public affairs the task was to accompany the product launch of the first German wine-based mixed drink and to prominently present Viqua in general public, special interest and trade magazines as the new in-drink which is “innovative, “trendy”, “healthy” and “balanced”.
public affairs defined the topic of wine-based mixed drinks as a new trend in order to effectively place VIQUA in the media. Pertinent research on trends laid down foundation on which believable communication was built. Pro-active agenda setting and the claiming of special editorial topics, journalistic trips and media co-operation were additional tools used to increase the renown of the product. And the strategy worked: Wine-based mixed drinks became a topic in the media and a trend topic. VIQUA is positioned as a high-quality brand in the relevant target group.
