Student tour for Sidekick liqueurs


Drinks company Halewood International has launched an experiential student tour for its Sidekick pouring liqueur brand to raise awareness and drive trial among students.

The initiative is initially being trialled at Manchester Metropolitan and Liverpool John Moores universities this month before the brand looks at rolling out the programme more widely.

It sees the launch of the brand’s new campaign, “Celebrate your Sidekick”, which is a celebration of friends and their different personalities.

As part of the activity, Sidekick will host two party nights at Entourage at The Printworks in Manchester on November 19 and at Club Nation in Liverpool on November 14.

They will be promoted via on-campus guerrilla advertising carried out by a team of brand ambassadors together with a social media campaign. The events will include a competition to win a holiday in Ibiza for four people.

Signature cocktails will include: The Wingman, which mixes Sidekick Apple and beer; The Innovator, which features Sidekick Apple, vodka and apple juice; and The Prankster, which combines Sidekick Black Cherry, vodka and cola.

The venues will feature Sidekick branding, and cocktail-making competitions and classes will be held at specially branded bars. A branded photo booth will be available so that content can be shared socially.

Social media, including a bespoke Facebook page to encourage student engagement, will support the campaign along with media activity targeting student publications.

Brand manager Sian Dixon said: “Sidekick’s versatility, flavour portfolio and value-for-money offering make it the perfect drink for our target student audience. The Student Tour will drive sales by enabling new customers to sample the product and experience the brand for themselves.”

Sidekick is available in 50cl bottles with an ABV of 14.5 per cent. The flavours lend themselves to being enjoyed neat, or as part of a long drink, cocktail or pitcher. They include Strawberry and Cream, Cookies and Cream, Chocolate Orange, Chocolate Mint, Apple, Black Cherry, Blueberry and Cola.

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