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drinks news
Taboo Launches second National Best Mates Week
liquid assets, drinks news, night online, COMMENTS
14 June 2007: Vodka-based speciality drink Taboo, distributed in the UK by First Drinks Brands, is launching its second ‘National Best Mates Week’.
Running from 25 – 31 June, targeting the key summer drinking period, the activity celebrates the importance of friendship to the brands core audience of 18 to 30 year old females and is designed to capture the brand essence of naturally refreshing fruitiness.
“Taboo is enjoying continued growth helped by the popularity of Taboo Blue and we’ve seen sales growing for five consecutive years,” said Nick Morton, brand manager for Taboo at First Drinks Brands. “Best Mates Week 2006 was a great success in attracting new consumers to the brand and encouraging repeat purchase with loyal drinkers. In some fascias, like for like sales were up as much as 270% as a direct result of this targeted activity.”
As part of the week, a national multi-media campaign will be rolled out. Under the theme, ‘Put yourself in their shoes’, activity includes a viral online competition to win free shoes for a year and trip to New York or one of 10,00 pairs of shoes as well as a 2 or 1 pedicure with every Taboo purchase. Traffic will be driven to the Taboo website through additional radio promotions, targeted editorial in key publications and a neck collar promotion across the major multiples.
Other initiatives in the programme include street theatre, mobile advertising such as taxi wraps, and consumer sampling. In the on-trade, spot competitions, sampling and point of sale materials are available to drive awareness and trial of the brand.
“The National Best Mates Week activities are the perfect expression of Taboo’s personality, reflecting the importance of close friendship to both the brand and our consumers,” adds Nick Morton.
From: NIGHT Online
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