UK: Shloer to run film screenings
Shloer is looking to engage with film fans in the UK with a series of free screenings.
The UK soft drinks company, which was bought by the SHS Group last year, is showing two different films in four outdoor locations around the UK in the coming month. While Dirty Dancing will be shown in London on 19 August and in Bristol on 25 August, Shloer will run Grease in Birmingham on 27 August and in Sheffield on 2 September.
On the night, so-called Sparkle Squads will be giving out samples of Shloer, while the Shloer bar will offer non-alcoholic cocktails, or 'mocktails'. Free makeovers and popcorn will also be available as part of the event.
The screenings follow on the heels of InBev UK's Stella Studio, which showed Kill Bill and Ferris Bueller's Day Off on an outdoor screen in a London park last month.
Earlier this year, Shloer announced a GBP10m (US$18.9m) brand investment. The film showings make up part of a marketing campaign which includes TV advertising running through the summer and scheduled to return at Christmas.
The SHS Group also owns the RTD brand WKD.
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