To support launches in 12 new markets with a twist that reflects its “health spa in a can” positioning Airforce Nutrisoda is holding press events at a high-end premium spa in each city.
The first event was held in Chicago at The B Spot Chicago a salon that specializes in eyebrows and lashes. For two hours approximately 110 journalists sipped on complimentary Nutrisoda and Nutrisoda cocktails like the Face Lift (sparkling wine and Radiant Nutrisoda garnished with mint or an orange twist) sampled hors d’oeuvres were treated to free brow work and massages and received gift bags.
“These events are a great way to communicate what the brand is about and provide an experience with the product instead of having a conference room setting with a PowerPoint presentation ” Phil Mero Airforce’s director-lifestyle marketing told Buzz. “We’re getting the
emotional connection to understand the brand instead of people just getting a 12-pack and a press release.”
Nutrisoda which is handling the events in house is replicating the setup in the other markets plus adding services like manicures and pedicures. In addition the beverage company is introducing the product to PepsiCo employees and distributors via get-togethers at high-end restaurants clubs or lounges in each market. The product previously
was distributed mainly in Florida Minnesota Texas and online; the brand was purchased by Pepsi in January.
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