MARKETING NEWS

California’s new generic ads…Pepsi harnesses digital potential…Pre-xmas push for peeterman…Scottish & Newcastle bring in the new year…Other news

California’s new generic ads

The californian wine trade is planning to roll out its first generic advertisements in more than a decade. The campaign has been trialled in Canada – the second largest market for Californian wines – earlier this year. Following a successful reception to that activity, the Wine Institute of California will run a burst of print advertisements in the UK over the Christmas period, with a view to a more concerted campaign later in 2007. “Generic advertising is a notoriously challenging area because the necessary vagueness of the message has no significant impact or resonance with the consumer,” says California Wines UK director, John McLaren. He adds, however, “It is a matter of building [the consumer’s] confidence in the category as a whole.” The creative is centred on a series of lifestyle visuals supported by the strapline Inspired By Life.

Pepsi harnesses digital potential

Pepsi uk has announced a series of partnerships with three of the hottest sites of the moment in a concerted effort to engage more closely with core consumers. The company has developed a new online presence, www.maxyourlife.com, and also linked up with bebo.com, FHM.com and YouTube.com, currently the hottest property on the worldwide web.

“Media consumption and the web are continuing to change,” says Bruno Gruwez, marketing director Pepsi Beverages UK. ”We have significantly increased our digital activity as part of the current Max Your Life campaign. By engaging with our consumers in these environments we are strengthening the relevance of Pepsi Max to them.”

The brand’s new marketing strategy focuses on the current online trend towards “user generated content” – allowing individuals to upload their own material. Viewers are encouraged to upload videos to the site; they then vote for a daily winner who receives a £1,000 prize. So far the site has generated 350,000 page impressions, with average session time of over 12 minutes.

Pre-xmas push for peeterman

Peeterman artois, the new 4% ABV reference from the Brasserie Artois portfolio, is being bolstered by a major advertising effort in the busy, all-important run-up to the festive season. The  campaign, which kicked off on November 20, is the first advertising rolled out to support the newest member of the brand family.

The campaign hinges on the strength of the lager, emphasising a significant point of difference from Stella. John Sampson, marketing manager for the new brand at InBev explains, “We are driving home the message that Peeterman Artois is something new and different from the Artois family. The campaign plays on the 4% ABV because Peeterman Artois appeals to consumers looking for an easy-drinking beer, but who don’t enjoy typical standard lagers, so it’s an important deal for those discovering the beer for the first time.”

The style of the print advertisement adopts the same retro cues and simplicity as the current Stella campaign, ensuring that – while a definitive point of difference is made – there is still strong linkage across the portfolio. It will feature at approximately 7,000 sites in the UK’s biggest cities, including high-profile locations such as London’s Old Street, the Brighton seafront and Cardiff’s Millennium Stadium. This exposure will reach 78% of the 18-34 target audience, who will see the ads 23 times on average.

Scottish & Newcastle bring in the new year 

Scottish & Newcastle  has engineered a major marketing coup, becoming the first drinks supplier to officially link up with the renowned Hogmanay celebrations in Edinburgh. The company plans to take the bold (if, perhaps, a little hopeful) move of using the event as a platform for promoting a responsible drinking message.

NYE 2006 will see purpose-built bars set up on Princes Street and Royal Bank Street for the first time. These will feature S&N branding and sell beer and cider from the company’s portfolio as well as a selection of wine and soft drinks. S&N will also sponsor free night-buses from the city centre. “We’re proud to play an active role in these celebrations,” says head of PR and sponsorship, Nigel Pollard. “Promoting responsible drinking is core to the success of our business and we will be taking every opportunity available at the event to reinforce this message.”

Other news

Hennessy has reaffirmed its commitment to the Gold Cup for a further three years, extending the longest running commercial partnership in sport. After half a century of partnership MHUK MD David Meyers says, “The race is part of the heritage of the House of Hennessy.”

Pernod Ricard UK is running an extensive print campaign to promote Campo Viejo. The objective is to emphasise that the wine is not as oaky and heavy as consumers would expect for a Rioja. The brand  is also sponsoring The Times London Film Festival.

Glenfiddich is investing £1m in a Christmas push for the brand, emphasising that it was first distilled on Christmas Day 1887. The integrated campaign includes print, outdoor, instore and below-the-line activities.

Robinsons has developed a new campaign to promote the Fruit Shoot brand, emphasising that it contains no added colours or flavours. The company says it is tapping into the trend towards “better for you” products.

John Smith has signed a deal with Aintree Racecourse extending its sponsorship of the Grand National until 2010. Brand owner Scottish & Newcastle has an option to extend the deal by three years.

Grey Goose is the latest brand to take part in the high-profile RED charity campaign. The brand has teamed up with Giorgio Armani to produce a special cocktail, available exclusively at the designer’s café, with 40% of proceeds donated to a global fund to tackle AIDS in Africa.

© db December 2006