MARKETING NEWS

Harveys’ new positioning, Beam UK is aiming to rewrite the rule book for the beleagured Sherry business…Bud creates currency for online platform, Anheuser-Busch has unveiled a highly innovative new promotional mechanic aiming to increase…

Harveys’ new positioning

Beam UK is aiming to rewrite the rule book for the beleagured Sherry business. The company is investing £1 million in a major initiative behind Harveys, which aims to shrug off the category’s fusty old image and make it a relevant – and year-round – choice for younger consumers. Delivering a candid appraisal of the struggling category, Beam UK marketing director Drew Munro explained, “frankly Sherry is in trouble. We need to do something different so we are challenging the conventions of the category.” Under the strapline “Harveys: for chilled out ocassions” the company aims to encourage consumers, principally females in their thirties, to store the brand in their fridge and drink it chilled. This message will be emphasised by extensive PR, sampling and on-pack activity.

Elsewhere in the portfolio, Beam UK reported a positive performance at the end of the first full year of operations. Munro reported that the company is focused on “building brands that people want to talk about”, and aims to achieve this by investing £36m in marketing during the coming year.

Bud creates currency for online platform

Anheuser-Busch has unveiled a highly innovative new promotional mechanic aiming to increase the interaction between consumers and the Budweiser brand. When consumers purchase a can or bottle they also receive “Bud Bucks”, a new currency that can only be spent on Bud Blvd, an online platform at www.budbucks.co.uk.“Bucks”, with a game-value of US$5–100, are being distributed with over 400 million cans and bottles making this the brand’s biggest on-pack marketing initiative in the UK to date. When they access the site, consumers will be able to spend their “money” in auctions where a selection of sporting, entertainment and travel prizes are available. Or they can earn more spending money by playing games in an arcade.

“Our consumer audience is into everything that is interactive, and they embrace new technology with a passion,” said Budweiser group controller Vicki Kipling. “Bud Bucks gives them an opportunity to collect a new virtual currency and spend it as they wish.” The strategy will be supported by a comprehensive advertising campaign.

VK gets political

VK vodka Kick has initiated a tongue-in-cheek campaign, dubbing the brand “the official sponsor of the V-KEND” and petitioning for the introduction of “the three-day V-KEND“. In each city, several on-trade premises are hosting an election night, where consumers are invited to “vote” on the three-day weekend, as well as having the opportunity to win a selection of branded prizes.

A promotional team will be travelling round the UK in a branded bus. The activity is also supported by placards, loudspeakers and various other political props. The tour kicked off in Birmingham last month, and will travel to 17 cities around the UK and Ireland.  

blooming marvellous laurent-perrier deal

Laurent-Perrier Grand Siècle has reinforced its position at the heart of the horticultural world, having signed a deal to become the signature Champagne at the three major RHS shows this summer. Once again this year the brand has linked up with designer Jinny Blom to sponsor the Laurent-Perrier Garden at this year’s Chelsea Flower Show. Taking place from 22–26 May, the show is expected to attract approximately 160,000 visitors.

Commenting on the deal, Laurent-Perrier UK managing director, David Hesketh MW, said, “Since we first started working with the RHS and Chelsea Flower Show nine years ago we have seen consistent growth across our range. The sponsorship will be the major focus of our summer marketing activity, with promotions, advertising, restaurant links and a PR campaign already underway.”

Other news

Drambuie is about to embark on the next stage in its drive to reposition the brand. The Drambuie Pursuit adventure challenge will take place in Scotland, and the event will be given higher profile by “urban showcases” in London, Manchester and Glasgow, supported by the band Zero 7.Coors Brewers has unveiled an intriguing new on-trade strategy to support Worthington. In order to draw attention to the brand‘s sponsorship of the Masters of Darts tournament it is helping licensees to run knockout darts competitions. The winners will have the opportunity to play against 13-time world champion Phil “the Power” Taylor. And, presumably, lose.Aiming to capitalise on the current upsurge in interest in the category, Gaymer Cider Company has announced ambitious plans to back up its brands – including Blackthorn, Olde English and Addlestones – with a £26 million marketing budget. MD John Mills said, “with the cider category continuing to set the pace, we intend to keep it front of mind with retailers and consumers.”

The Portman Group has published its annual report for 2006. Eight complaints about irresponsible drinks marketing were made, two of which were upheld – the censured companies were Inver House Distillers for the Wee Beastie brand and Asda/Blue Sky Beverage for the Bubbly & Bear gift pack. A total of 210 companies used the group’s confidential advisory service.

© db March 2007