Iconic ‘80s beverage brand Jolt Cola was preparing for a nationwide brand relaunch in September 2017. Known for “all the sugar and twice the caffeine,” Jolt would be available exclusively at Dollar General and online through Amazon. NJI Media, a leading digital media agency based in Washington, D.C. and Jolt Cola’s agency of record, tapped Belle Communication as its media relations partner to achieve rapid, nationwide public awareness, drive trial, activate brand loyalists and attract new Jolt Cola fans (particularly within the millennial demographic) through national and regional media outreach.
A core element of the relaunch campaign was to strategically appeal to the nostalgia factor, highlighting Jolt as an ‘80s comeback brand. To generate buzz leading up to the launch, Belle identified journalists and media influencers most likely to be Jolt fans and teased the brand’s comeback by sending ‘80s themed lunch box kits with cans of Jolt and other swag.
Next, they broadened consumer media outreach and began pitching business media with messaging focused on the business story and Dollar General/Amazon distribution strategy. Once the product reached full distribution, Belle went expanded national outreach within all identified media verticals, with messaging around Jolt Cola’s availability in-stores and online.
Over the course of the 10-week campaign, Belle secured 121 media opportunities across national, tier one and tier two media within the campaign target audiences. Top-tier coverage included Late Night with Seth Meyers, USA Today, Thrillist, The Daily Meal, Bro Bible, Maxim and FOX News, as well as earned product placements on two prime time television shows: CBS’ “Me, Myself & I” and ABC’s “The Goldbergs.”
- 121 media opportunities
- 415 million media impressions
- Sold out on Amazon within 48 hours
- In-store sales doubled week over week from mid-September launch to late October