CIDER and spirit drink Jeremiah Weed is the focus of a new ad campaign designed to educate consumers about the brand.
Spanning TV and social media, the marketing activity was launched to coincide with parent company Diageo unveiling a new description – Kentucky-style cider brew – on labels of the two variants: Sour Mash Brew and Ginger Brew, which was previously called Root Brew.
Diageo said the new label description is intended to help consumers and bar staff better-understand the “exciting and innovative offering and Kentucky heritage” of the 4% ABV brand, which was launched in the UK in late 2011.
“Jeremiah Weed still contains the same great product, with the same unique taste – but the new bottle label descriptor and marketing campaign will bring even more consumers into the brand, by helping them understand just what makes a Kentucky Style Cider Brew,” said Ronak Mashru, head of UK innovation at Diageo.
The campaign, which runs until August 31, will also highlight the new 330ml PET bottle which has been introduced alongside the 500ml format.
Image – The ‘Kentucky-style cider brew’ descriptor aims to help consumers understand the brand.