Morgan's Spiced ends TV ad hiatus

18 June, 2009

Morgan’s Spiced rum is to be advertised on TV for the first time in five years as part of a £3 million campaign from brand owner Diageo.

The campaign also includes cinema, outdoor, press and online support, and positions the brand as the rum for the “modern adventurer”.

TV and cinemas ads break on July 6 in Scotland and northern England, running until the end of August, and then again in March 2010.

Some £800,000 of the marketing budget will focus on sampling around a Morgan’s Spiced & Cola serve.

A pre-mixed version of the serve was released in cans for the off-trade earlier this year.

It will now be joined by a half-bottle of the main brand, which will be promoted at a trial price during the marketing burst.

Bespoke POS will be provided to retailers.

Julie Bramham, the brand’s marketing manager at Diageo GB, said: “We’re really excited to be investing significantly more behind Morgan’s Spiced this year and bringing it back on TV.

“We’re confident the campaign will drive the mass awareness that TV ad campaigns are proven to do and help to increase purchase of the brand for retailers.”

Nielsen MAT figures show Morgan’s Spiced sales up 23 % in the off-trade in the year to April.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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