As Reggae Reggae plays on with it’s biggest promotion yet, the success of the brand is due to the great PR story of Levi Roots.

August 20, 2010

Marketing Week this week announced that Reggae Reggae, the Caribbean sauce created by Dragons’ Den contestant Levi Roots, is launching its biggest ever promotion.  The instant-win on-pack promotion will offer consumers the opportunity to win Levi Roots branded merchandise: a Reggae Reggae VW camper van, oil drum BBQs, LeviPods, hammocks and Levi Roots’ cookbook “Food for Friends”. The consumer will be asked to enter a unique promo-code into a dedicated website to see if they have won prizes and everyone that goes to the site will be able to download a free Levi Roots track.

The promotion will be found on half a million Reggae Reggae Sauce bottles and will be supported by a consumer led PR campaign. Shah Khan, senior brand manager at AB World, which distributes the brand, says; “Truly engaging and motivating, on-pack promotions are rare in the condiments category, so with Levi Roots we have a real opportunity to create standout on-shelf and generate some buzz for the brand and the category as a whole.” As imaginative and inventive as the promotion is, the real gift to the brand manager, Mr Khan, is the man behind the brand – Levi Roots. Every leading brand’s marketing is helped by a strong, well crafted PR programme, and they do not come any better than this one: on this occasion there was a ready made PR story to support the marketing of the ready made sauces.

From the moment Levi roots ascended the stairs with his guitar, to enter The Dragons’ Den, it was a fait accompli: quite simply it was a done deal. The inventor had an instantly memorable name, oozed charm, charisma and star quality, with musical and culinary talent to back it up. In terms of brand development there was nothing to manufacture here: Levi Roots has an integrity and sincerity that instantly gave his Reggae Reggae brand total credibility. Normally it takes years to establish and build brand integrity and identity.  Dragon Peter Jones must have been licking his lips, not at the taste of the Reggae Reggae Sauce, but the prospect of marketing the perfectly packaged Levi Roots. As his champion and mentor, all he has had to do was introduce Levi and his product to the right distributor, and the success instantly followed. What is really amazing is that the rest of the Dragons didn’t fight Peter Jones to the death, to get their hands on this perfectly formed PR story!!

When it comes to marketing a brand; packaging, price and positioning are very important, but what gives the brand personality and engages the consumer, is the story and person behind it. Levi Roots instantly charmed Peter Jones and his millionaire entrepreneur colleagues, and their instinctive business acumen told them that here was the perfect PR story. As hard nosed, ruthless, and financially minded as the Dragons’ Den entrepreneurs are, sometimes they recognise that there does not have to be a business plan with persuasive financial forecasts and projections: the charm and charisma of the would be entrepreneur and inventor is enough. I doubt very much whether there will be a PR story to better this one, however many years Dragons’ Den is on our television screens!!

3 responses to “As Reggae Reggae plays on with it’s biggest promotion yet, the success of the brand is due to the great PR story of Levi Roots.”

  1. Natalie says:

    Excellent blog, saved your site for hopes to read more!

  2. 790cc pulsonic shaver says:

    Interesting Blog, Dude! even though this was not what i was looking for (I am on thelookout for guides on how to market products for my hand-made carpets )… I certainly plan on visiting again!..By the way ,if anybody can suggest any links it would be appreciated ! thanks a lot and i will bookmark your post : As Reggae Reggae plays on with it’s biggest promotion yet, the success of the brand is due to the great PR story of Levi Roots. | RHETORIC The Art Of Persuasion…

  3. online sim games says:

    Wonderful blog! I actually love how it is easy on my eyes and the information are well written. I am wondering how I can be notified whenever a new post has been made. I have subscribed to your rss feed which should do the trick! Have a nice day!