Magazine article Marketing

Sainsbury's Takes on 7-Up with Own-Label Brand Gio

Magazine article Marketing

Sainsbury's Takes on 7-Up with Own-Label Brand Gio

Article excerpt

Top supermarket chain Sainsbury's is pitching against Coca-Cola's Sprite and Pepsi's Britvic-distributed 7-Up with its own lemon and lime drink Gio.

Creating the Gio brand name for the product reflects Sainsbury's confidence in it, and is an extension of the sub-brand strategy which led to the development of the company's Novon detergent range.

The store claims Gio is the first supermarket own-label canned product in the lemon and lime sector. It also features a revolutionary easy-open can.

Sainsbury's is stressing the quality: "Unlike some of its competitors," the company says, "it is a lemon and lime drink that contains real juice."

Michael Utteridge, Britvic sales and marketing director, says the Gio launch will reinforce lemon and lime as a distinct flavour category. But he admits it's a threat: "The pack design is similar to some of the leading brands on the market."

National press advertising, highlighting both the product and the press-button can will support the new product. …

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