|Pernod Ricard's festive marketing plans revealed|
|Written by Laura Heywood|
|Friday, 17 August 2012 13:34|
In part two of Harpers' report on Pernod Ricard UK's festive plans for 2012, we take a look at what the drinks giant will be doing to promote its leading brands this Christmas.
Malibu will be launching its newest limited edition bottle - Malibu Snowcoco - which features a see-through window showing suspended coconut flakes. A neck collar will include serving suggestions such as the Malibu Snowflake and Malibu Apple Strudel. The bottle will be further supported by the brand's digital Facebook programme and recently launched Malibu VIP app. Malibu Snowcoco will launch in Selfridges on September 1, before rolling out to the wider off-trade at the end of the month at Malibu's standard rrp of £14.75.
Malibu is also introducing a new flavour to its pre-mixed cocktail pouches this October. Blue Hawaiian is a blend of Malibu, pineapple and cherry (12.5% abv) and it will be available for £12.99 this autumn.
Chivas Regal has increased its advertising spend by 20% year-on-year and will be launching an ad campaign in October, focusing on premium sites in the City of London and targeting the financial community. The brand will also be launching a campaign centred on a narrative of "Real Friends Make Time" across digital platforms, driving consumers to watch two 15-minute films directed by American Academy Award winning short-filmmaker, Joachim Back.
Chivas Regal will also be increasing activity on its UK Facebook page with the launch of its 1801 VIP Club. Fans will be able to access exclusive daily-updated content, including bar recommendations, style guides and serve suggestions.
In October, Chivas Regal will be launching a collectible limited-edition tin for its 12 Year Old Scotch whisky called Made for Gentlemen. The collaboration with Tim Little, British designer and creative director and owner of British luxury shoe label Grenson, will be promoted in key men's luxury lifestyle titles in the run up to Christmas. The limited edition gift pack showcases the deconstructed elements of the brogue shoe (rrp £25.39).
In the on-trade the brand's Chivas & Green Tea serve will be promoted in key London accounts using a Chivas-branded teapot and glassware. "The serve theatre aims to drive consideration of - and capitalise on - the growing trend of tea-flavoured serves," according to Pernod.
Chivas Regal will also be focusing support in the off-trade throughout October and November to drive rate of sale during one of the most celebrated Asian festivals, Diwali, and it will be launching a Wedding Package into key impulse accounts from September, leveraging its on-going partnership with Asiana magazine. The Chivas Regal Wedding Package features a range of exclusive deals to promote Chivas Regal as the whisky of choice at Asian celebrations, including personalised bottles of Chivas Regal 18 Year Old, bespoke branded glassware and a celebration dinner at a Michelin-starred restaurant.
The Absolut Anticipation menu will include an advent calendar with a new festive serve suggestion in each window for licensees to trial each day. There will also be a range of consumer prizes to be won.
Absolut's Freezer Pack will also be hitting shelves this Christmas, containing 5cl bottles of Absolut Raspberri, Citron, Vanilia, Pears and Original. The pack, which changes colour when the vodka has been chilled to the right temperature, is available through multiple grocers with an rrp of £10.
On September 1, Jameson is launching a new TV sponsorship with film network, Film 4, which will be aired on the channel for 12 months. The brand will also be highlighting its association with film through more Jameson Cult Film Club events in more cities towards the end of the year including Jaws in London and Liverpool in September, Terminator I in Manchester and Dracula in Newcastle in October.
From September to December, Havana Club will be investing heavily in its Nothing Compares to Havana ad campaign, with a focus on the mojito. The TV campaign will be backed with significant investment across national print and digital, including targeted advertising on Facebook and Twitter.
The Glenlivet will be reintroducing its Local Legacies campaign with a second phase of digital activity this October and November, supported by a consumer PR programme. In the first phase, over 350 UK whisky enthusiasts will share their area's local legacies for the chance to win a bottle of The Glenlivet Helios Single Cask and Josie Single Cask Editions.
Martell will launch its limited edition Chanteloup Perspective bottle, which features a silver motif to represent the gates of a secret cellar housed on the Chanteloup Estate, the home of the Martell family. The limited allocation will be available in select specialist retailers with an rrp of £300.
Make the Moment
This September, Pernod Ricard UK will be introducing an eighth brand into its range of 35cl spirit formats; Havana Club 3 Year Old. The 35cl range will be supported in-store via display units, aisle flags across wholesale and cash and carry accounts, as well as shelf-edge barkers, counter top stickers and display units in convenience stores. Digital shelf barkers will also be trialled in select convenience outlets.
The recently launched Chardonnay-only Mumm Blanc de Blancs is sourced from Mumm's vines in Cramant and hand-crafted by chef de caves Didier Mariotti. It will be available in selected prestige and specialist outlets with an rrp of £74.99. Mumm's Champagne Protocoles app is also downloadable from iTunes, which aims to educate gentlemen on how to correctly serve, drink and even sabre Champagne.
Perrier-Jouët is releasing a special limited-edition bottle for its felle Epoque special cuvée, the Florale Edition. Designed by Japanese artist Makoto Azuma, it has a rrp of £195. Perrier-Jouët will also be collaborating with young artist and designer Claire Coles on a further limited edition gift pack for Perrier-Jouët's non-vintage Grand Brut, which will feature a embroidery-stitch signature style and will be available in Waitrose with an rrp of £38.49.
As well as sponsoring ITV's The Jonathan Ross Show, Jacob's Creek will be introducing a selection of new wine ranges into its sparkling portfolio, available from the end of August.
Jacob's Creek Cool Harvest Sauvignon Blanc Cuvée is a non-vintage sparkling wine, made from Sauvignon Blanc grapes sourced from premium cooler climate regions and harvested at night to maximise the fresh, tropical flavours; Jacob's Creek Sparkling Moscato NV White and Sparkling Moscato NV Rosé are made from Muscat and will be launching in Asda this autumn; and Jacob's Creek Trilogy Cuvée Brut and Trilogy Cuvée Rosé have been created using Pinot Noir, Chardonnay and Pinot Meunier and will be launching in Majestic and Ocado this autumn. The ranges will be supported by in-store POS, off-shelf displays and in retailer consumer magazines.
Campo Viejo will be highlighting its Tempranillo wine with an advertising campaign running in London and the South East from October. The new Live Uncorked creative will be targeted at London Underground stations and railway stations. The platform will also be supported with experiential activity in central London.
Running over the festive period, Campo Viejo will also be launching an on-pack promotion on Campo Viejo Tempranillo and Reserva bottles across multiple grocers and impulse retailers. The promotion offers the chance to win £25,000 to make a dream home project a reality with Grand Designs, as well as 2,500 sets of Pantone mugs for runners-up.
Brancott Estate has partnered with Lonely Planet to offer winners a trip to one of five of Lonely Planet's new city guide destinations. The on-pack neck collar will be available to the off-trade until October and the campaign will be supported via consumer e-newsletters, a microsite, Facebook engagement and branded traffic drivers on lonelyplanet.com.