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Howell Penny Win! CIM 2016 – Brand Experience Award



It’s smiles and hugs all round at Howell Penny! Last night the agency was a Winner at the 2016 CIM Marketing Excellence Awards.

The agency was recognised in the Brand Experience category for its work on behalf of SAB Miller owned soft drink brand Appletiser, (distributed through CCE in the UK) in establishing and activating the brands status as Official Soft Drink of Ascot, in order to address five years of declining sales.

The Ascot sponsorship has helped establish the brands premium credentials with consumers and trade alike. As well as working alongside PR and Social agency Brands2Life to activate key Ascot race days throughout the year, Howell Penny created a number of key account and advertising initiatives that have utilised the Ascot property. The work included on trade, off trade, promotional, advertising and digital activations.

The Award was also based on some impressive results. Total brand volume for Appletiser has seen a return to growth in 2015 following 5 years of decline. With the brand celebrating its 50th anniversary throughout 2016, spontaneous awareness is also up. Through the association with Ascot, Appletiser’s intrinsic messaging has also seen increased penetration, with increases for both the Crown the Moment’ &Original quality since 1966’ messages.


“We are delighted that the teams efforts to grow this iconic brand have been recognised. In a fiercely competitive market re-establishing the brands premium credentials with a well chosen strategic partnership, and a brilliantly executed campaign of activity has been challenging but ultimately hugely rewarding.”

Marc Rigby
Client Director


For a full list of all the Winners Visit the
Marketing Excellence Awards – CIM 2016 Website