Pernod to rebrand in pursuit of older people

Groupe Pernod Ricard is reviewing its global agency arrangements for its Pernod brand, as it repositions the drink to target older consumers.

The French company says it intends to relaunch the brand with new packaging in the spring. A pan-European ad campaign aimed at young professionals in their late 20s to mid-30s will follow in the summer.

The decision to reposition Pernod comes after international research last year, which examined consumer attitudes towards the brand. The research was commissioned after TV campaigns failed to capture the target market of 18 to 24-year-olds.

Axel Herpin, marketing manager for Pernod at Campbell Distillers, the UK-based division of the French drinks group, says the appointed agency will create pan-European and global campaigns.

DMB&B in Germany created the last European work for Pernod. But a spokeswoman for D’Arcy in the UK says the account was moved out of the network several years ago. It is understood the account has since been dormant.

Pernod Ricard said this week it will be selling on some of the brands acquired from its joint purchase of Seagram Wines & Spirits division.

Among the brands likely to be put up for sale later this year are Sandeman Port, Four Roses Bourbon and Passport Scotch. The company has also confirmed it will be selling off-licence chain Oddbins.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here