Pernod in ad links with multiples

01 December, 2008

Pernod Ricard UK is embarking on a programme of advertising with multiple grocers’ consumer magazines to support its sprits portfolio pre-Christmas.

There will be ads in mags produced by Tesco, Sainsbury’s, Asda, Waitrose, Morrisons and Musgrave, showcasing the company’s gift box range.

These will be followed by videos on Tesco’s website giving easy-to-follow demonstrations on how to make Christmas cocktails.

The demos will feature direct links to place all the ingredients for the drinks into the vistor’s online shopping basket.

Dan Reuby, the company’s head of marketing for spirits, said: “At Christmas, consumers face a tough time trying to buy spirits that are not part of their usual repertoire.

“This campaign is designed to educate and guide them whether they’re investing in a special bottle to sit under the tree or a warming cocktail to sip by the fire.”




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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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