Pernod Ricard’s comprehensive portfolio of more than 200 premium brands includes Malibu, Absolut, Beefeater Gin, Jameson, and more. Team Tempt was brought on board to support the on-trade team at Pernod Ricard, elevating the exposure of their brands Absolut Vodka, Beefeater Pink and Havana Club Cuban Spiced.
Our brief was to develop a PR campaign around Christmas cocktails in collaboration with the well-known UK bar chain All Bar One and late-night cocktail bar collection Blame Gloria.
CLIENT
Objectives.
To generate media coverage nationally and locally across Manchester, Liverpool, Leeds, Newcastle, Bristol and London.
To promote specific Christmas cocktails in December, driving awareness, footfall, and ultimately sales for the venues.
Strategic
approach.
Across this short campaign, it was crucial to build momentum quickly to effectively promote and generate excitement. We worked closely with the client team to advise on the best angle for press coverage, emphasising the impressive collaborations involved in crafting the recipes. Pernod Ricard led on the exciting cocktail creations themselves (which included serves featuring bite-sized ice cream brand Little Moons and Cadbury’s Roses Chocolates), our role was to share the news far and wide.
Once the story was finalised and localised, our work included identifying target media and inviting journalists to experience and review the cocktails at their nearest bar.
Summary
of activity.
Throughout December, our activity involved…
- Devising the story and advising how best to achieve media pick-up.
- Developing target media and influencer lists.
- Crafting press releases around the brand collaborations.
- Inviting journalists to review the cocktails for feature opportunities.
- Pitching the stories to national media.
- Selling the stories to local media across the key cities.
- Generating coverage across a whole multitude of titles.
Our Results
Across a four-week campaign, we generated coverage in national and international titles, including The Metro, Feast Magazine, London Daily News, Bristol World, Yorkshire Live, Leeds Live, Explore Liverpool and Manchester Wire. With over 30 pieces of coverage across the campaign, this equated to over 109.3 million opportunities to be seen across online and print titles.