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.

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