Pernod Ricard UK has appointed brand director Liam Murphy to lead its marketing function, with predecessor Leanne Banks moving to work for the business’s Scotch whisky brand Chivas Brothers.
Pernod Ricard, which owns brands including Malibu and Absolut, is using its digital and tech capabilities to activate 15 to 20 brands in each market, compared to six to eight previously.
Absolut’s ‘Born to Mix’ values of creativity and championing difference make it more meaningful as a brand, and, therefore, drive sustainable growth in the long term, says the vodka brand’s global VP of marketing.
Collaborations can be just as powerful delivering cultural relevance rather than purely commercial results, explains marketing boss Deb Dasgupta.
The company will maintain advertising and promotional spend at a ratio of 16% of its net sales, as it seeks to ‘dynamically optimise’ this budget through effectiveness tools.
The drinks company is looking to get even smarter with the investment choices it makes with increasing use of analytics tools that will allow it to improve performance across its portfolio, and not just on the flagship Jameson and Absolut brands.
The drinks giant is using technology to optimise how its marketing and promotional spend is deployed as it looks to get higher returns on its consistent level of investment.
Whisky brand Jameson has increased the ROI on its media spend by 40% in the US, thanks to Pernod Ricard’s digital transformation efforts, the business claims.
Pernod Ricard is confident Christmas will be a strong period for its alcohol brands despite the cost of living crisis, with factors like the World Cup and the absence of Omicron this year expected to bolster sales.
UK marketing director Leanne Banks says shifting focus from commercial goals to creativity is helping Pernod Ricard take on its bigger rivals.
The drinks giant experienced “strong” growth in sales and profit over the first six months of its fiscal year, amid rising marketing spend and the continued pursuit of its premium pricing strategy.
Far from being content to play second fiddle to the established players, no and low alcohol brands and plant-based products are focusing on their visual identity as a means to capture market share.
Raja Banerji is leaving after two years at the marketing helm of Pernod Ricard UK having navigated the company through the pandemic by pivoting to a strategy focused on digital and ecommerce.
Malibu saw “exceptional growth” in the last 12 months and “rejuvenated” interest in the brand thanks to product innovation and its long-term marketing strategy.
After seeing a surge in sales over the past 12 months, it believes now is the time to capitalise on momentum by adding TV to its marketing arsenal.