Maker’s Mark, the premium Kentucky bourbon whisky with a distinctive red wax seal, has chosen brand experience agency BEcause to spearhead a multi-tiered below the line campaign to get people talking about the brand in 2011.
BEcause’s aim is to drive sales and increase brand loyalty through an integrated campaign that will include experiential marketing, in-bar sampling, social media and on-pack promotions.
Karen Evans, managing director at BEcause comments:
“Maker’s Mark has a distinctive brand personality, based around handmade individuality. This campaign will use tried and tested experiential techniques to showcase Maker’s Marks’ hand crafted heritage, whilst driving trial and increasing brand awareness.”
This is the second time that BEcause has worked with Maker’s Mark. In 2009, the agency created a “Shoreditch takeover” with live events and sampling in the trendy London district. This included live art installations in bars
around the district using the brand’s signature red wax.
Maker’s Mark was first introduced to the UK market 10 years ago and was the UK’s fastest growing US premium whiskey at the end of 2010.
Heineken UK has appointed brand experience agency BEcause to help launch Bulmers Summer Blend, the first in a series of ‘Limited Edition’ ciders to be unveiled by the company. The first of the ciders is called Summer Blend and was launched in April. The appointment forms part of a greater remit BEcause has held for the Cider Festival for the past few years.
BEcause is staging two bursts of in-store sampling activity at selected Sainsbury’s and Morrison’s stores. BEcause Brand Ambassadors will chat to consumers in the drinks aisles of each store and offer them a complimentary taste of Bulmers Summer Blend. Cider-lovers will also be able to try Bulmers Original, Bulmers Pear, Jacques Fruit des Bois and Jacques Orchard Fruits. Triallists will then be given two 50p money-off coupons that they can redeem against purchases in-store.
The first wave of activity began in May and will last for four weeks. A second phase of activity is planned for September.
Alongside the in-store activity, the brand is being promoted via four weeks of heavyweight outdoor advertising in June.
Sharon Richey, managing director, BEcause comments:
“In recent years the British passion for cider in the summer months has got stronger and stronger. This campaign is carefully timed to capitalise on this key trading period. Getting people to try something new close to the point of purchase and driving conversion through conversation, is one of the most effective ways to launch new brands like this.”
Drench, the bottled water brand from Britvic Soft Drinks, is coming to the aid of thirsty shoppers at Bluewater Shopping Centre with its rehydrating “Top Up Zone”. Inside the zone, thirsty shoppers can relax and top up their hydration levels with ice cold bottles of Drench water. The zone also features a "sonic chair" and "interactive table" which allow people to browse the web and listen to music using the latest touch screen technologies and noise reducing headphones.
Pernod Ricard's Scotch whisky brand Ballantine’s collaborated with international pavement artist Julian Beever in an experiential campaign at London Heathrow last month. Using clever street art, the "Leave an Impression" experience saw a giant bottle of Ballantine’s appearing to sink into the floor. Nearby, passengers could sample the Ballantine's range and could enter a competition to win a Ballantine’s branded watch. In addition, passengers could watch the complete development of the drawing on the terminal’s digital network.
Source: Media Week