Refresh PR launches Skinny Lager

SkinnyBrands has appointed Refresh PR and social media agency Shoot the Moon to launch its new range of low calorie alcohol drinks, including Skinny Lager.

Skinny Lager, which is SkinnyBrands’ first product,  is a “full strength” lager that contains 89 calories per 330ml and it launches into Morrisons this month.

SkinnyBrands will continue to create a portfolio of lower calorie alternative products throughout the rest of the year, including ready-to-drink cocktails, Skinny Wines – including Sauvignon, Merlot and Frizzante – as well as ciders, speciality beers and spirits.

Refresh PR has initially been briefed to launch the new Skinny Lager brand to consumers through targeted media relations throughout the key January period, with further creative campaigns to support its growing portfolio following in 2017.

Shoot the Moon will be responsible for creating a social media strategy that will align with how SkinnyBrands’ consumers behave and the spaces they congregate online.

To initially launch Skinny Lager it will build online brand presence, develop a brand voice on Twitter, Facebook and Instagram.

Both agencies won the brief following a three-way pitch.

Tom Bell, SkinnyBrands’ creator and co-founder, said: “More people than ever are choosing to adopt a healthy lifestyle, from exercising to watching what they eat, but before SkinnyBrands there wasn’t a full-strength alcohol that fitted into this way of life, making our offer really compelling.

“During the pitch process, we were impressed by Refresh PR and Shoot the Moon’s combination of individual expertise and a joined-up approach to marketing.”