Pernod Ricard to target spirit drinkers through retailer magazines

Monday, 01 December 2008

Pernod Ricard UK is linking up with the major supermarkets in what it describes as the company's "biggest-ever targeted spirits marketing campaign".

The campaign launches with a burst of advertising in retailers' publications including Tesco, Sainsbury's, Asda, Waitrose, Morrisons and Musgrave magazines. Following this initial burst of activity, specially-created videos will be hosted on Tesco.com giving simple, easy-to-follow demonstrations on how to create Christmas cocktails.

The print advertising campaign sets out to solve the problem of "what to buy your loved ones as a perfect present" by focusing on Pernod Ricard UK's range of gift boxes available this Christmas.

Created in association with the Worldwide Cocktail Club, the videos on Tesco.com provide consumers with easy-to-follow directions on how to create simple cocktails and mixed drinks at home.

This online activation element is the latest step Pernod Ricard UK has taken to maximise the potential of online communications for today's drinker.

In September, Malibu teamed up with Yahoo! to create a dedicated network channel, featuring a weekly show from British comedian Tom Price to support the rum brand's ‘Get Your Island On' campaign. Later in September, The Glenlivet also launched an internet marketing campaign.

Dan Reuby, head of marketing for spirits at Pernod Ricard UK, said: "We know that at Christmas consumers often face a tough time trying to buy spirits that are not part of their usual repertoire.

"This campaign is designed to educate and guide them whether they're investing in a special bottle to sit under the tree or looking for a warming cocktail to sip by the fire."

Mike Dennis