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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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

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