Spiced rum brand targets rock fans

The Damned singer Dave Vanian is writing a song especially for spiced rum brand Sailor Jerry as part of a new rock-focused marketing campaign for the spirit.

Launching at the end of August, the campaign will include sponsorship of this year's Kerrang Music Awards 2007 and tailored in-store sampling.

The Dave Vanian single will be available to download from sailorjerryrum.co.uk and incorporated in the annual Sailor Jerry album. It will also be promoted through POS material.

Geraldine Roche, senior brand manager for Sailor Jerry at First Drinks Brands said the campaign was expected to drive sales and awareness of the brand by communicating directly with "cutting edge 25 to 35-year-olds".

She said: “Sailor Jerry is an authentic spiced rum with a unique image that sets it apart from its competitors. Our marketing plan will leverage this appeal, placing it at the forefront of rock music and reaching its drinkers by tapping into one of their core interests.”

The brand will also be linked with Brighton Live 2007 and a competition will run allowing one winner the chance to sing live on stage with The Damned in December.