Pernod Ricard readies festive marketing drive

Pernod Ricard is readying a Christmas marketing offensive with spending significantly up on last year for some of its flagship wine and spirit brands as it looks to maximise sales in the crucial festive period.


It will launch a flurry of advertising, sales promotion and experiential activity in the run up to the festive period.

Advertising spend on its Chivas Regal brand will increase by 20% year-on-year starting with ‘Real Friends Make Time’ campaign in October.

The latest phase of the whisky brand’s move into long-form content will see the creation of two 15-minute films as well as an outdoor campaign targeting the financial community in London.

Elsewhere, it will launch social media, cinema and outdoor activity for Havana Club and integrated campaign for its Jacob’s Creek and Brancott Estate wine ranges.

Pernod Ricard, the second largest spirits company in the world after Diageo, is focussing efforts on its premium brands to drive growth. The company claims that the key trend this Christmas will be for premium brands “with significant gains to be made for any business that gets its top end offering right.”

The company will be hoping the activity offsets the sluggish UK alcohol market. Last month, Euromonitor predicted total alcoholic drinks volumes are set to drop by 1% in 2012.

Pernod Ricard’s christmas marketing campaign will also include.

  • Jameson will launch a 12-month TV partnership with broadcaster, Film 4 next month as the brand looks to bolster its ties to movies. Idents will air before, after and during ‘The Late Night Film on Film 4’.
  • Malibu will launch a limited-edition bottle later this year, which will be supported by a Facebook competition and Malibu VIP app.
  • The Glenlivet whisky range will be rolling out the next phase of its ‘Local Legacies’ campaign with a raft of digital activity this October and November. The campaign will link to its global Guardian of the Glenlivet initiative which lets fans interact with whisky aficionados.