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DRINKS NEWS
RUM DO FOR CUBAN BROTHERS
LIQUID ASSETS, DRINKS NEWS, OCTOBER 2006, COMMENTS
Diageo has announced the launch of a new £1 million marketing campaign for Morgan’s Spiced® Rum that features ‘Out of the Ordinary’ entertainment events across Scotland and England. The campaign will also include advertising, PR, promotions and point-of-sale materials, and aims to increase consumer affinity with the Morgan’s Spiced brand as well as further drive the growth of golden rum and the rum category as a whole. The rum category is the fastest growing major spirits category globally and the third biggest spirits category in the GB on trade, worth £400 million. Golden rum is driving the rum trend overall in GB, performing at +1% versus the total spirits category which is currently flat.
Morgan’s Spiced ‘Out of the Ordinary’ events will include high calibre talent such as The Cuban Brothers and Loose Canons, and magician Dynamo, complemented by roaming entertainers including contortionists, fire-eaters, burlesque can-can dancers and magicians. The four events will take place throughout November 2006 in Glasgow, Edinburgh and Aberdeen in Scotland, and Newcastle in England.
Amy Richardson, Morgan’s Spiced Brand Manager, Diageo GB says: “Morgan’s Spiced is a well established brand in Scotland, and is experiencing outstanding growth in England. We hope our new marketing campaign with “Out of the Ordinary” entertainment will drive sampling of Morgan’s Spiced and highlight the mixability of the product, assisting to further boost the category across Great Britain.”
Advertising of the ‘Out of the Ordinary’ campaign will include radio sponsorship with XFM, as well as press, radio and outdoor advertising in the event cities.
From: October 2006 Issue
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