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."




Bookmark this


Site Search

COMMENT

The shops that stand out from the madding crowd

The judges met last week to sort out the winners in the independent categories of our 2018 Drinks Retailing Awards. The results are top secret until the awards dinner on February 6 but it’s giving nothing away to report that the overall standard of those that will be revealed in the shortlist of finalists in the January issue of DRN is higher than it’s ever been.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Twitter