Ginger Joe drives awareness via social media

Alcoholic ginger beer brand Ginger Joe has kicked off the second phase of its £2m integrated campaign with a focus on driving awareness through social media.

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The brand has unveiled Ginger Joe branding on a billboard featuring a 78 foot giant hairy moustache, in Shoreditch, East London.

It launched the unbranded billboard earlier this month, which included a QR code that directed consumers to its Facebook page.

The billboard, which was launched to drive awareness with its target audience of 22 to 30 year-olds, now displays Ginger Joe branding and a spoof thank you to everyone “who donated for the making of our big hairy poster.”

The ad also invites consumers to visit the brand’s Facebook page to win one of 20,000 free bottles of Ginger Joe.

Neil Anderson, marketing controller at Ginger Joe parent company Accolade Wines, says: “Our market research shows that consumers love Ginger Joe and connect with the brand, hence the growth we have seen across distribution channels since launch.

“Ginger Joe appeals to both male and female groups and we are confident this new campaign focusing on the fun iconic ’tache imagery’ of the brand will drive sales and trial amongst our target audience.”

Ginger Joe was launched earlier this year as an offshoot of Stone’s Ginger Wine and features a ginger moustache on the bottle.

The campaign comes as moustache themed men’s health charity event Movember gears up to launch in November.

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