Beringer’s Pink Promo
Beringer Vineyards will be taking a pink sampling marquee to outdoor music concerts across the UK this summer to promote its Sparkling White Zinfandel.
The marquee will visit 12 concerts performed by, among others, Ronan Keating, Will Young and Jools Holland, and expects to sample over 120,000 consumers across the summer.
The music sampling campaign forms part of a multi-million pound marketing plan for Beringer, incorporating a range of above and below-the-line activities, including competitions to win dedicated Beringer concert survival kits and tickets.
“We launched Beringer Sparkling White Zinfandel in March this year as a result of extensive consumer research into what motivates female consumers,” comments Jeremy Gibson, European brand manager for Beringer Vineyards.
“We discovered that our target consumers, women aged 25 to 34, lead busy lives and spend less and less time with their friends. When they do meet up, they want to make the most of their time together and use the opportunity to celebrate.”