Sidekick takes responsibility

30 April, 2010

Halewood International is investing in a major marketing campaign for Sidekick in an attempt to stop consumers drinking the liqueur as a shot.

The push will see the introduction of a new strapline – Mix’d Your Way – which the company hopes will show consumers that Sidekick is suitable for long drink consumption with a mixer or as a cocktail ingredient.

The campaign will include ads in the trade press and revamped POS material featuring a range of serving suggestions.

The move is the latest in a series of steps taken by Halewood to change the reputation Sidekick had as a single-shot product when it purchased the brand from Bulmers in 2003.

Last year the company lowered the brand’s abv by around 30%, giving it an abv of 14.5%, and launched a 50cl bottle to move away from the original?3cl plastic shot glass.

Brand manager for RTDs and shots Hannah Blackburn said: “We are acutely aware of the sensitivity surrounding shot-based products.

“This latest piece of work is designed to promote the brand as a base for long drinks. The idea behind Mix’d Your Way is to encourage consumers to serve it as a long drink in the multiplicity of ways demonstrated in the promotional material.”




Bookmark this


Site Search

COMMENT

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter