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MARKETING NEWS
“standfirst”>Highland Park’s £18m push…Pepsi zeroes in on coca-cola…Campaign aims to reinvent Rioja…Other news
Highland Park’s £18m push
Maxxium UK has initiated an £18 million five-year international masterplan to drive forward Highland Park. The company expects that this level of investment will enable it to drive the brand into the top 10 of the global single malt chart.The brand was updated with a major redesign last year in an effort to appeal to a wider consumer base. The new look still takes inspiration from the brand’s Orkney heritage, but has been given a more contemporary twist and there is more focus on the all-important brand name to increase shelf stand-out. The redesign, orchestrated by London agency Pearlfisher, also includes a new bottle shape.Gordon Muir, Maxxium UK brand manager for Highland Park explains: “The new investment plan is, without doubt, the most ambitious in the brand’s 200-year history. Highland Park has won an array of accolades and the repack enables us to build upon these notable achievements.”Research has indicated a very favourable response when new consumers are exposed to the brand. The key objective of this campaign, therefore, is to target potential new drinkers with a comprehensive sampling programme in the UK, US and Far East. Maxxium also aims to promote the brand through sponsorship activities, though no further details were available as the drinks business went to press.
The company has high expectations for this big budget strategy, following the considerable success of a similar development for the Macallan brand two years ago.
Pepsi zeroes in on coca-cola
PEPSICO UK has unveiled a major new campaign heating up the war with arch-rival Coca-Cola in the sugar-free cola market with a none-too subtle retort to the big budget launch of Coke Zero earlier in the summer.The campaign goes by the name Max Your Life, and the UK treatment was developed by Pepsi’s UK agency, AMV BBDO.The names of the two rival brands presented an ideal opportunity to exploit. While Coke’s Zero name is a handy cue to attract consumers looking to reduce their sugar intake, it provided a ready opportunity for Pepsi to take a broad swipe and reinforce its Max credentials, positioned at the other end of the scale.This sliding scale theme is central to the strategy, with six different treatments depicting two related images, one of which has been “maximised”. These include rabbit/Playboy bunny; bench/chairlift; and ballet slipper/stiletto. The “multi-million pound” campaign includes outdoor sites, tube cards, escalator panels and press, with a TV launch to follow later in the year.“This is a really exciting time for Pepsi Max and takes our commitment to the brand to the next level,” says Bruno Gruwez, marketing director, Pepsi Beverages UK. “Our bold and exciting new adverts embody Pepsi’s vibrant personality … and form part of an integrated campaign.”
The sugar-free segment looks set for sustained growth as consumers are increasingly focused on healthy living. This campaign may play a role in driving market share, but perhaps the entire category could drive growth further if the brands focus on highlighting their own credentials rather than taunting the competition.
Campaign aims to reinvent Rioja
The RIOJA Regulatory Council is engaging in a comprehensive range of marketing activities this autumn, in an effort to encourage consumers to “rethink Rioja”.The region has enjoyed strong growth in the UK in recent years, and the latest drive – supported by a 1.2 million budget – aims to underscore that position. This month sees the launch of a major new website, www.winesfromrioja.co.uk. Brand Rioja will also be bolstered by a nationwide in-newspaper campaign; The Daily Telegraph commences a “dine with Rioja for £10” promotion on October 7. Rioja will also be linking up with a number of key food and drinks events around
the country to communicate directly with potential consumers and further reinforce the brand message. These include the BBC Good Food Show, the York Festival of Food & Drink and the Decanter Rioja Tasting. Meanwhile, for the trade, the Rioja Retailer of the Year award takes place at the end of the month.
Other news
Heineken will drive its international position with a link-up to the latest offering from the James Bond franchise, Casino Royale. The campaign includes TV and cinema ads and will roll out in over 40 markets. It remains to be seen whether 007 prefers his lager shaken or stirred.Reyka vodka has devised a creative format to build brand awareness in London. The Reyka Urban Ice Sledge was dragged through Soho dispensing complimentary bottles of Reyka water – underscoring the purity of the product’s raw materials – and a voucher to encourage consumers to buy the brand in a local bar. The company plans to roll out (or, perhaps, slide out) the campaign to other cities during the winter.Wolf Blass has been named as the wine partner for the Rugby Football Union, making it the “official wine of England rugby”. The new association will present the brand with a wide variety of high-profile platforms to build awareness.Beefeater’s status as the leading London dry gin will be reinforced with the opening of a new visitor centre, communicating the brand’s colourful heritage. Chivas Bros acquired Beefeater last year and has significant plans to rejuvenate the brand.
Willow Spring is the new official water of Manchester City and Tottenham Hotspur football clubs. The deal will see the brand supply the first teams and coaching academies as well as various community outreach programmes.
© db October 2006