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 Chivas Brothers – Beefeater Gin
The relaunch of Pernod-Ricard’s London Dry Gin has captured the imagination of the trade by combining a clear, well-targeted message with a striking new design.
Beefeater’s new packaging and communications emphasise its links with London, and it is being supported by a heavyweight international advertising campaign, with a focus on Spain and the US as crucial markets.
At the core of the brand is the recently renovated distillery in London’s Kennington, and this is becoming an increasingly important site for the brand’s trade activity. This added to what was a “well targeted and well themed launch”.
Comments from judges ranged from “a strong relaunch” to “this is one of the best things I’ve seen in the drinks trade in the last ten years”. The repositioning of Beefeater was a clear winner in this category.
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SPECIAL AWARD
C&C International – Magners Irish Cider
Among the myriad brands entered in this year’s awards, one repeatedly emerged as a contender in various categories, and stood out for the way it has changed an entire category. The UK drinks landscape was permanently altered by the arrival of Magners Irish Cider: the distinctive serve over ice coupled with prolific marketing and POS support has generated phenomenal success. The judges decided, therefore, to present the brand with a speical award for taking the category “to a whole new level”.
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THE RUNNER-UP 2007
Orbital Wines – Stormhoek Big Love
Orbital reinforced its reputation for innovative and unusual marketing this year with Big Love, a road trip to Tesco stores around the UK in support of the launch of Stormhoek’s “Cartoon Series” rosé in the run up to Valentine’s Day. This decidedly different approach to wine marketing appealed to consumers and Tesco staff. The future release of the Big Love film is likely to generate further interest in the wine range. One judge summarised the campaign well, describing it as “focused and unique”.
THE SHORTLIST 2007
Jim Beam Brands – Harveys Orange
Harveys Orange was a distinctive new addition to the Sherry producer’s range, intended to invigorate both the brand and the category. Judges called the concept “very brave and bold”, and the product itself has been equally well received.
Fresh RM/Luchford APM – Wine+
Early 2007 saw the launch of London’s new on-trade focused wine show, Wine+. Marketing activity for this show made use of striking photography featuring a number of high-profile sommeliers, making the focus of the show clear from the outset. This, combined with extensive research resulted in judges using words like “classy” and “impressive” to describe the launch.
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