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Top 10 marketing campaigns of the month

Johnnie in its ‘biggest ever’ campaign

Scotch whisky brand Johnnie Walker has recruited stars of sport and entertainment including F1 driver Jenson Button and actor Jude Law for its biggest ever global marketing campaign. The ‘Joy Will Take You Further’ campaign is an evolution of the brand’s hugely successful ‘Keep Walking’ campaign, which was created by Bartle Bogle Hegarty in 2000 and has since helped to generate a reported $2.2bn (£1.4bn) in retail sales. The new campaign, developed in partnership with the brand’s global creative agency, Anomaly, “represents a new perspective on personal progress”, the company said, and is intended to drive the next decade of growth for the brand. The campaign will be launched simultaneously in more than 50 countries and is expected to reach around 270 million consumers within the first weeks of launch.

Kilikanoon sponsorship for Sydney orchestra

Kilikanoon and the Sydney Symphony Orchestra have announced a two-year partnership. Kilikanoon will be the exclusive partner of the SSO and its still and sparkling wines will be served at the orchestra’s Vanguard and Salon series as well as lectures, lunches and fundraising events. The partnership was aided by the fact that Kilikanoon’s co-proprietor and brand ambassador, Nathan Waks, was formerly the orchestra’s co-principal cellist. Kilikanoon co-proprietor and chairman, Bruce Baudinet, said: “We’re thrilled to be working with Australia’s flagship orchestra, and as one of Australia’s most recognised and award-winning wine brands, we feel that there is a strong synergy between the two organisations.” As part of the partnership, Kilikanoon will produce two wines just for the SSO: Cello Shiraz and Cello Riesling.

Concha y Toro to build on UK success in Autumn

As Concha y Toro reaps the rewards of its brands’ high profile sponsorship activity in the UK, the Chilean group has outlined plans to build on this momentum. “Wine is a fantastic product, but it can be a bit confusing for the consumer,” commented Clare Griffiths, marketing director at Concha y Toro UK. “It’s about brand recognition and supporting the brand from a national perspective.” By way of example she highlighted major sponsorship initiatives such as Casillero del Diablo and Sky Movies, Cono Sur’s tie-in with the Tour de France, and Trivento’s partnership with England Premiership Rugby. Between them the three brands now boast the UK’s biggest selling Cabernet Sauvignon, Pinot Noir and Malbec. As Halloween approaches at the end of next month, Griffiths revealed details of a UK “Hallowine” campaign for Casillero del Diablo. “It fits really well with the brand because of our devil and it’s not just a children’s event anymore,” she remarked. In addition to themed point-of-sale material, the brand will be capitalising on its Sky Movies link with a horror film slant. Meanwhile, although Trivento’s rugby tie-in doesn’t extend to sponsorship of this month’s Rugby World Cup, the brand is planning to make the most of its connection to the sport, with Griffiths saying: “It’s really about capturing the momentum around rugby fever.”

Chivas turns to Hong Kong for business leaders of the future

As part of its wider global initiative, ‘The Venture II’, Chivas Regal is on the hunt for Hong Kong entrepreneurs seeking to “create positive social change.” The Venture II is an initiative with an international focus on providing aspiring social entrepreneurs with US$1 million of financial assistance, global exposure for their company or idea, and support from world-famous business mentors. Chivas Regal will provide mentorship and financial backing to those who aim to succeed in business while making a “positive impact on the lives of others.” Up to 20 of the most promising social entrepreneurs from around the world will be invited to the “Accelerator Week” in Silicon Valley, California where they will meet with leading tech companies, receive mentorship from experts and then pitch for a portion of the US$1 million in funding to create and advance their ideas. Richard Black, global brand director of Chivas Regal, says: “Chivas Regal has continuously invested its profits into others like them; those who are committed to making a positive impact on society. The brand is not only committed to crafting their world-famous whisky, but also to inspiring profound and positive changes in global communities. Chivas Regal is dedicated to passing on their socially-responsible beliefs and values to the next generation.”

Champagne bubble bath pops up

A Champagne bath pop-up is coming to London, offering punters the chance to bathe in bubbles while being served Champagne by butlers. Appropriately named Bubbles, the event has been organised by bath retailer Bathstore, which will take over Arch 406 in Long Street, Shoreditch, on 7 and 8 October to host the unique event. Butlers will serve guests glasses of Champagne while they soak in hot baths with a menu of bath oils, rose petals and bath bombs offered, as well as a selection of reading materials. Guests will be able to book a single space in a bath, or hire an extra large bath for two or three to share, with those who prefer to keep their clothes on while drinking able to prop up at the bar.

Belvedere launches Spectre bottles

Ahead of the forthcoming launch of the new James Bond film Spectre, vodka brand Belvedere has released two limited edition bottles and created four Martini cocktails as part of a global campaign. Available until December, the Belvedere 007 Spectre limited edition bottle features James Bond gun barrel and 007 gun logo. Additionally, Belvedere’s well-known “silver saber” bottles will also have the 007 branding and be offered in a 1.75l bottle. As part of the ongoing campaign, which will finish in December, four Belvedere vodka cocktails will be created: the Belvedere Spectre 007 Martini, the Belvedere 007 Martini, the Double 0 and Belvedere Spectre 007 Martini, as well as a TV advert “revealing the intricacies of the legendary Martini cocktail,” which features Mexican actress Stephanie Sigman who plays Estrella in the opening scene. President of Belvedere Vodka, Charles Gibb said: “James Bond is recognised as the most admired and influential tastemaker in the world. We’re delighted that Belvedere is partnering with Spectre, our largest global partnership to date.” Spectre will be released in the UK on 26 October, followed by worldwide release on 6 November.

Budweiser launches musical tour

Budweiser has launched its Budweiser Live Project, which will see it transport British musical talent across the UK in a tour bus this autumn. The campaign kicked off on 14 September in partnership with music streaming service Spotify. For three weeks the tour bus will tour the country with different headline artists and support acts, as well as inviting local artists from each of the tour cities to participate at the gigs. With Spotify, Budweiser has created the Budweiser Live Project hub with the aim of giving music fans more information about the tour and the chance to apply for free tickets. Isabelle Maratier, AB InBev UK’s senior brand manager for Budweiser commented: “We wanted to take our involvement with music to the next level this year and to recognise the people whose passion fuels it: the fans.The British talent we have on board for the Budweiser Live Project is truly incredible, and we can’t wait to see our bus out on the road, bringing these amazing music moments to fans across the country this autumn.”

Sherry showing off new site for 80th birthday

The Consejo Regulador for the Denominación de Origen Jerez-Xérés-Sherry is marking its 80th anniversary by launching a new website to help entice the next generation of Sherry drinkers to the category. brings together the global marketing strategy of Sherry Wines, unifying the brand on a worldwide platform with a consistent message. One of its aims will be to communicate the fact that Sherry is a versatile wine, helping to move consumers away from the traditional image of Sherry being limited to a pre-lunch apéritif.

Australia takes tastings to Asia

Capitalising on a boost in export figures, Wine Australia hosted large-scale tastings in Tokyo and Seoul in September in partnership with Austrade. The annual Australian Wine Grand Tasting in Tokyo saw over 500 guests, with Wine Australia describing it as a “huge success.” The “tasting trail” led by certified A+ Australian Wine Trade Specialists offered guests a guided tour of the wines and regions presented at the event. In Seoul, it was the third Wine Australia event held, and more than 350 guests tasted wines from 50 different Australian brands, with 16 new to the Korean market.

Chapel Down and the London Symphony Orchestra

Chapel Down has been named the official drinks partner of the London Symphony Orchestra. The partnership will see all of Chapel Down’s wine, beer and cider served at all LSO events.

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