Pernod Ricard plots Christmas marketing blitz

Pernod Ricard has unveiled a raft of marketing initiatives, including the first ever television campaign for its Chivas Regal brand, as the wine and spirit giant looks to exploit the additional sales opportunities Christmas brings.

The French drink maker recently promised a “strong marketing investment level” for its brands in 2010/11 after reporting sales increased 2% to €7bn on an organic basis in the year to 30 June.

The company is to start in the UK by launching a host of advertising, sales promotion and experiential activity in the run up to Christmas.

Pernod Ricard says it will increase marketing investment in its Chivas Regal brand by 25% starting with the “Live with Chivalry” TV campaign. The ad will run on Sky Sports only in a bid to reach the brand’s target audience of 25-34 year-old men.

A new 35cl bottle will also be introduced.

Pernod Ricard is the second largest spirits company in the world after Smirnoff and Johnnie Walker maker Diageo. Like its rival, it has continued with its premiumisation strategy throughout the recession.

Other festive activity includes a social media, cinema, outdoor and cinema campaign for rum brand Havana Club and an integrated campaign for its Jacob’s Creek and Brancott Estate wine ranges.

The drink maker is also launching luxury cognac L’Or de Jean Martell in the UK.

Existing television campaigns for Jameson and Absolut will be rerun.


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