Dark rum to keep the category sweet

23 March, 2007

First Drinks Brands is targeting Scotland with a marketing campaign for its OVD dark rum

brand.

Breaking on April 9 with the strapline Every Man's Got a Sweet Spot, the push includes poster ads in all major towns, radio ads and on-air promotional activity.

An on-pack promotion will also be giving-away DVDs of the Scottish comedy series Still Game.

The campaign is designed to encourage drinkers of different dark rum brands to switch to OVD, according to a spokesman.

Senior brand manager Geraldine Roche said: "By highlighting OVD's position as the category leader with this strong brand investment and quirky Scottish sense of humour, we are hoping to drive value and excitement in the Scottish dark rum category."




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Rosé tinted glasses

I was asked recently what I thought the biggest change had been in wine fashion in the past five years. My answer was unequivocal: sales of pink wines. From being a niche that expanded and contracted with the sunshine, rosé has subtly but steadily become a stalwart of many merchants’ ranges, with Provence firmly at the top and asked for by name.

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