Drinks firm in marketing push

PRUK launches major campaigns ahead of Christmas

• The advert aims to highlight Brancott Estate’s heritage as a Sauvignon Blanc producer.

PERNOD Ricard UK is investing heavily in marketing three of its drinks brands in the run up to the festive season.

The drinks firm said each campaign offers something different, from creating a digital community to celebrate craftsmanship to calling on Hollywood actors to launch a search for social entrepreneurs.
The new Jameson Irish whiskey campaign is built on the themes of craftsmanship and Irish storytelling.
It is targeted at 25 to 34 year old males and will include print and outdoor ads as well as in-store and digital activity.

Consumers vote with their feet and our marketing campaigns aim to drive demand.

The campaign will also be supported by The Jameson Works, a digital hub which includes historic stories of craftsmanship as well as contemporary examples of craftsmen working today.
Elsewhere in Pernod Ricard’s portfolio, Brancott Estate is the focus of a new TV advert, celebrating the wine brand’s heritage.
Under the strapline Brancott Estate Pioneers, the ad highlights the heritage of the brand, which is said to have been the first winery to plant Marlborough Sauvignon Blanc grapes back in 1975. It also aims to emphasise the brand’s continued innovation, such as the recent launch of Brancott Estate Sauvignon Gris.
The drinks firm’s blended Scotch whisky Chivas Regal will also benefit from marketing support in the run up to the festive season.
A new campaign, named ‘The Venture’, is described as a global search for the most promising social entrepreneurs.
It is seeking people with businesses or ideas that use enterprise and innovation as a force for good.
Oscar-nominated actor Chiwetel Ejiofor, star of 12 Years A Slave, has shown his support for the campaign by introducing a series of advertisements and short films.
Called Win the Right Way, the movies tell the stories of social entrepreneurs from around the world.
Patrick Venning, marketing director at Pernod Ricard UK, said engaging campaigns are important in attracting new consumers.
“It is vital that we invest to create engaging and inspiring marketing campaigns like this for our brands, as we are absolutely committed to driving growth within the premium wine and spirits categories for our customers,” he said.
“Consumers vote with their feet and our marketing campaigns aim to drive demand and awareness in and outside the realms of the store or venue.
“The right approach for us is to look at the essence of each brand and ensure they truly resonate with customers and build brand loyalty for our brands.”