Top marketing campaigns of the month

STELLA PREMIERS MOVIE FAN PROMO

Stella Artois and Channel 4 have collaborated to whet the appetite of cinema fans, with an advert dedicated to trailers of upcoming box office releases. The partnership sees the beer brand take over the ad break before Channel 4’s 9pm Saturday night film. Viewers will be encouraged to tweet their trailer reviews using the hashtag #StellaArtois4Cinema for the chance to win tickets to various movie premieres.

The adverts will run on Saturday nights up until December. The campaign dovetails with the continuation of the Stella Artois bursary scheme, a fund to support the release of standout independent films.

MUMM MAKES WAVES WITH THÉBAULT

Champagne Mumm has hooked up with record-breaking sailor Alain Thébault as he prepares to break a new speed world record with a Hydroptère, one of the fastest sailing boats on the planet. Thébault is the first sailor to cross the wind barrier in the vessel, earning him the title of the fastest sailor in the world in 2009.

Keen to keep his title, the voyage will begin in California where Thébault will navigate between LA and Honolulu on the Hydroptère. He will attempt to finish the journey in four days in order to beat the current South Pacific record. Joining him will be co-skipper Jacques Vincent, engineer Jeff Mearing, and sailors Yves Parlier and Jean le Cam. A Jeroboam of Mumm will be presented at the finish line to the intrepid team.

DIDDY TARGETS IMPATIENT MILLENNIALS

Rapper turned business mogul Sean “Diddy” Combs has launched a full-scale digital marketing campaign for DeLeón Tequila in collaboration with Diageo aimed at millennials with short attention spans. Dubbed “The Next Level”, the campaign will comprise six 15-second vignettes giving viewers insight into the Tequila brand, each designed specifically for “media-savvy, fastpaced” millennials.

The brainchild of Sean Combs’ Blue Flame Agency, the campaign features across digital, broadcast and social media platforms on luxury online sites. The spots will also be broadcast on TV during the final season of Mad Men and select programmes on the Discovery, History Channel and Esquire networks. “Today’s consumers – even those shopping luxury brands – want quick, enticing content,” said Combs, adding, “They’re busy, focusing on multiple screens at once, and have a short attention span. You have to capture them with the first beat. These spots are designed to do that, to stop them in their tracks.” Music plays an important role in the clips, including a song by blues artist Muddy Waters.

LANSON SADDLES UP AT HURLINGHAM

Champagne Lanson has partnered with Chestertons Polo in the Park via its “The Perfect Start” campaign marking the beginning of the summer season. As part of the collaboration, Lanson will create a “Champagne Garden” at Hurlingham Park overlooking the playing field. To ensure the event is a corker, the house has commissioned a dozen pink Methuselahs of Lanson Rosé to pour during the tournament. In addition, leisurewear brand La Martina will be designing a Lanson pink Polo shirt for the occasion, which will be available to buy. Paul Beavis, managing director of Champagne Lanson International said: “Chestertons Polo in the Park has become one of the capital’s greatest summer appointments and Lanson is delighted to partner with them as it chimes with our major plans for the summer season, which include ‘The Championships’ at Wimbledon where we’ve been the Champagne supplier since 2001”.

TSINGTAO RACES AHEAD WITH NEW DEAL

Beer brand Tsingtao has been made the official sponsor for Italian motorbike maker MV Agusta for the 2015 British Superbikes (BSB) Championship. Marking the third season that Tsingtao has entered a team into the competition, it is the first time the brand has supported an official factory team. Tsingtao’s sponsorship, supported by posters, billboards and adverts, has capitalised on the growing popularity of bike racing with last year’s BSB coverage reaching over 9.5 million UK viewers via British Eurosport. The raised profile of British Superbikes has helped to grow the distribution of the Tsingtao brand in the on- and off-trade recently. “Tsingtao Racing creates a platform for the brand to engage with a global audience, and to attract new customers and consumers through increased brand awareness,” said James Wright, head of spirits & agency brands at Halewood International.

SOUTHERN COMFORT GETS NEW LOOK

Southern Comfort has had a makeover with new look bottles designed to reflect the brand’s heritage. The bottle boasts a new star icon on the neck and label emblazoned with the word “one” in the middle in reference to the fact that the brand is something of a lone star in its field. Its new shape, meanwhile, draws from the brand’s heritage via fluted shoulders used on vintage bottles of the spiced spirit. The shield and stacked logo are a progression of the brand’s history and New Orleans bartender MW Heron’s signature still graces the label, along with the year he created the brand: 1874. “Our vision was to create a bottle that told the story of Southern Comfort in a contemporary way yet still celebrated the brand’s rich heritage,” said marketing manager Gwen Ridsdale.

AMORIM TIES UP WITH MASTER SOMMELIERS

The Court of Master Sommeliers Europe and cork maker Amorim have united to offer Master Sommeliers and student members access to education on wine faults and the benefits of cork closures, as well as the opportunity to be considered for the Amorim Taster of the Year Trophy at the annual MS exams in London. Amorim joins Riedel, The Dorchester and Laurent-Perrier as Court of Master Sommeliers Europe supporters. “It is particularly apt, as sommeliers are key ambassadors for us. We’re delighted to be able to support such an important educational organisation,” said Carlos de Jesus, Amorim’s director of marketing & communication.

KUMALA CAMPAIGN OFFERS INSTANT PRIZES

South African wine brand Kumala has launched a consumer competition offering 10,000 prizes. As part of the initiative, one million bottles of Kumala will carry “instant win” competition neck collarettes.

The promotion has just gone live and will be run for a year on a wide range of wines across all major retailers. Consumers will have the chance to win everything from spa breaks, music and book vouchers to magazine subscriptions. “The competition will appeal to consumers who lead a hectic life and crave ‘wind-down’ time. We’ve brought together a selection of prizes to help our consumers enjoy these moments” said Amy White, marketing director at Accolade Wines.

GRANT’S OFFERS UP DREAM WEEKEND

Whisky brand Grant’s has launched an on-pack promotion for Grant’s Signature, giving consumers the chance to win their “ultimate weekend”. The campaign has been designed to engage with the brand’s new target audience, males in their 30s and 40s, encouraging them to reappraise blended whisky. The new packaging features a promotional label with prizes including driving the Monaco Grand Prix circuit, horse trekking in Morocco and white river rafting in Bosnia. In addition, hundreds of leather weekend bags will be given away as runner up prizes.

CORONA HITS THE BEACH

Corona’s long-standing association with the beach will come to life this summer through experiences inspired by the spirit of the seaside. The Mexican beer brand has teamed up with bars across the UK like the Hoxton Square Bar & Kitchen to create “immersive environments” that transport consumers to their own Arcadia via beach-inspired murals, mood lighting and soundtracks of the sea. The brand has also launched “Corona SunSet Sessions”, a series of music events across the UK that aim to deliver “the perfect sunset experience” and establish “the ideal mood for sun seekers” via DJ sets at sunset.

JACK DANIEL’S ROCKS RURAL TOWN

Jack Daniel’s gave the rural town of Holmfirth in West Yorkshire a night to remember by bringing LA rock stars Rival Son to the town as part of its “Jack Rocks Your Town” celebration. The band arrived by helicopter, landing on the town’s cricket pitch, before meeting the locals at the town’s Picturedrome venue, where the band headlined to kick-off their world tour. California-born Rival Son were accompanied by a film crew as they travelled around the town for two days before starting their world tour in the unlikely venue. The show was the latest gig in the brand’s Jack Rocks campaign that celebrates the best of live music and the venues that showcase them.