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MARKETING NEWS
“standfirst”>Spitfire takes to the skies, SHEPHERD NEAME is running a major promotional campaign to celebrate the 70th birthday of the Spitfire…Tennent’s salutes the fans, being a scottish football fan is not an easy job…Coke signs Wembley deal, Coca-Cola has been named as the “official soft drink supplier to Wembley Stadium”….
Spitfire takes to the skies
Shepherd Neame is running a major promotional campaign to celebrate the 70th birthday of the Spitfire with the eponymous beer brand. The strategy takes the form of a competition with a prize that will be much sought after by consumers. The Ultimate Spitfire Experience, which is being coordinated in conjunction with the Imperial War Museum in Duxford, gives the lucky winner the opportunity to take part in a Spitfire training day with one of the world’s leading pilots. As well as this money-can’t-buy prize, the winner will also enjoy various other Spitfire-related prizes. Runners-up will be given VIP hospitality packages to Duxford airshows, as well as the chance to win a year’s supply of beer.
The competition is being run via beer mats and signage in over 1,000 pubs, and bottle collarettes in over 5,000 off-trade outlets. Graeme Craig, Shepherd Neame sales and marketing director says the prize is a “dream come true for aviation enthusiasts”.
Tennent’s salutes the fans
Being a scottish football fan is not an easy job. Tennent’s has recognised this fact with a major new advertising campaign that salutes the ever-loyal (but oft-disappointed) ranks of the Tartan Army.The campaign goes by the name of Full Capacity, and is part of the brand’s £8 million sponsorship of the national team. It celebrates the lengths that dedicated fans will go to in order to support their heroes – from an icy camper van in Lithuania (pictured) to a tent on a Swiss mountainside.Explaining the strategy, Kirsty Hunter, director of marketing, says: “We wanted to make an advert about the fans and their commitment. Scottish supporters are renowned throughout the world for being totally dedicated to their team and they take the journey with the players – through all the highs and lows.”
The 60-second ad will feature prominently on TV until November, with a particular emphasis on sporting events (including football, the Grand Prix and boxing). It will also be complemented with a three-week burst of cinema exposure this month to coincide with the latest round of Euro 2008 qualifying matches.
Coke signs Wembley deal
Coca-Cola has been named as the “official soft drink supplier to Wembley Stadium”, giving the brand access to massive branding opportunities alongside both sporting and music events. When the stadium opens its doors Coca-Cola will have access to approximately two million fans each year, and will also generate major television exposure.
Malcolm Plows, Coca-Cola Enterprises trading director, says: “Being an official supplier of the new Wembley Stadium is such an exciting opportunity and cements the long association we have with sport and music.” The brand is already involved in many football sponsorships, from grassroots level up to the FIFA World Cup.
Diageo starts a £10m global party for J&B
Diageo is aiming to drive sales of J&B blended Scotch with a global marketing campaign. “Start a Party” is being backed up with a £10 million budget. During the next 12 months it will be launched in 20 markets, covering all regions. In line with recent Diageo strategy, there will be a major emphasis on responsible consumption.J&B has a strong association with the party scene. The brand was a staple of the Rat Pack in 1960s Las Vegas and more recently has strong associations with the party island of Ibiza through the “Nightology” campaign.
The latest strategy uses a mirror ball as its major visual cue. ”We are going big with the mirror ball, and are going to have some real fun with this icon,” says global brand director Nik Keane. “For us, starting a party is all about attitude – optimism, sociability, enjoying life and having fun – and we are using the mirror ball to convey this.”
Other newsHaving achieved 24% volume growth during the last year Heineken UK is aiming to drive the brand further still with a major new marketing strategy. The programme will incorporate experiential activities as well as a return to TV ads. The strategy is to focus on more relaxed “continental-style” drinking.The Welsh Assembly has invested in a major new ad campaign to support the smoking ban, which comes into force on April 2. Under the strapline “Time’s up for second-hand smoke”, the billboard, radio and TV ads are part of the biggest public health campaign undertaken by the Assembly. Mont Tauch will run a major campaign aimed at driving brand awareness over the next three years. The strategy has been devised in conjunction with the Eviva agency, and will focus on the iconic wild boar at the heart of the southern French cooperative’s logo.Theakstons has agreed a five-year extension to its major marketing project to support the Old Peculier brand, sponsoring the Harrogate International Festival, Europe’s largest crime writing gathering. As part of the deal the brewer will sponsor the Old Peculier Crime Writing Novel of the Year award.
The Magners marketing machine continues to roll, as the popular cider brand signs a three-year deal to sponsor the Welsh Handicap golf tournament. “The sociable relaxed atmosphere of a round of golf is the perfect fit for Magners,” says marketing director Maurice Breen.
© db April 2007