Bacardi Brown-Forman to promote branded glasses with FSDUs

Shopper marketing specialist MARSY&R, is to roll out a cross-promotional campaign for Bacardi Brown-Forman Brands to drive awareness and sales for a selection of its spirit brands this summer. The campaign launches on May 21 and runs throughout the summer.

Bacardi Brown-Forman Brands is targeting UK consumers during the summer events season with a free-giveaway. Limited edition branded glasses will provide a sense of occasion in a year that includes the Diamond Jubilee and Olympic Games, and help consumers celebrate these unique events in style.

Neck collars will appear on 500,000 bottles in grocery stores across a range of spirits from the Bacardi Brown-Forman Brands portfolio, including: Bacardi Superior, Bombay Sapphire, Jack Daniels, Oakheart and Southern Comfort, giving away two free glasses with every purchase. The glasses have been designed to reflect each brand’s personality and style. For example brand heritage inspired illustrated glasses for Bacardi Superior Rum and classic, stylish Jack Daniels tumblers. The promotion will also run in convenience stores with FSDUs displaying promotional leaflets in over 1,800 outlets.

Glasses are redeemable via the campaign microsite, www.drinksmadeeasy.co.uk. After entering their details online, consumers are given a reference number to send off with the neck collar or leaflet from their purchase together with proof of purchase. The site, run by Bacardi Brown-Forman Brands, features a selection of videos and recipes by resident kitchen mixologist, Tom, to show consumers the different drinks they can make with their chosen spirit.

The promotion will run across the main supermarkets and convenience stores, including the Co-op. Promotional support will include POS developed by MARSY&R and six-sheet media close to major supermarkets.

Andrew Jones, off trade sales director at Bacardi Brown-Forman Brands comments: “The Summer 2012 events calendar is full of occasions for friends to get together and celebrate, from the Queen’s Diamond Jubilee and London Olympics to the usual summer BBQs and gatherings. When deciding what to drink at these occasions, we want consumers to consider something a little different to the usual bottle of wine or can of beer. By providing a pair of stylish glasses and cocktail recipes and how-to guides on our microsite, we hope to inspire consumers to celebrate this summer with easy to create drink serves served in designer branded glasses.”

Darren Keen, managing director at MARSY&R, added: “We have developed a campaign that aims to cut through the intense noise in-store during this busy summer period. Our bright, summery creative executions complement the strong brand identities of each of the Bacardi Brown-Forman brands included in this initiative. This iconic giveaway will ensure each participating spirit brand is high on the agenda of shoppers as they plan to celebrate the extraordinary calendar of summer events that lies ahead.”