Most innovative spirits campaigns in June

Summer soirées and musical collaborations, plus documentaries and tranquil detox weekends all feature in our pick of the 10 most innovative marketing campaigns released last month.

These are the top 10 most innovative marketing campaigns launched in June

Grey Goose unveiled a string of Summer Soirées set to run over summer, while Finlandia filmed a “less than ordinary” short documentary-style video to inspire audiences around the world.

Elsewhere in the spirits industry, Gin Mare is encouraging consumers to disconnect from the digital world and Southern Comfort is extending its Whatever’s Comfortable campaign with more humorous offerings.

Not only that, but Campari’s Cabo Wabo Tequila, Jägermeister and Jim Beam have also been getting creative with their latest marketing initiatives.

Click through to the following pages for our complete list of the top 10 most innovative marketing campaigns launched in June 2015. 

Cabo Wabo Tequila

Campari America’s Cabo Wabo Tequila teamed up with father and son barbecue duo for a new campaign, titled A Thicker Cut of Life.

The campaign is inspired by the “Thick Cut” production process, which uses a thicker cut of the distillate to deliver a “bolder flavour”, and advertises a “Thick Cut” lifestyle just in time for barbecue season.

An army of “Thick Cut” legends will be spearheaded by three-time world barbecue champion Myron Mixon and his son Michael Mixon, who is the youngest professionally-ranked barbecue pitmaster in the world.

It is hoped the father and son team will “ignite grilling fans’ passion” for “a thicker cut of life” through a social and digital media campaign, local events in select markets and on- and off-premise promotions.

Finlandia Vodka

Finlandia Vodka has created a short film designed to inspire and share the brand’s less ordinary mantra with its consumer audience.

Titled 1,000 Years of Less Ordinary Wisdom, the three-minute documentary style film depicts the wisdom of an “extraordinary” cast of characters.

Created in partnership with creative agency Wieden+Kennedy London and award-winning director Siri Bunford, Finlandia sought people to star in the video whose ages equal 1,000 years.

The 14 characters range from a drag-wrestler in New Mexico’s take on confidence, to a former double agent’s opinion on identity.

In addition, to support the launch of the film, Finlandia also shared 14 cocktail recipes inspired by each character on the brand’s Facebook page.

Gin Mare

For those who are unable to be parted with their trusty mobile phone, Gin Mare extended the opportunity to take part in a luxury technology detox weekend hosted at its idyllic Villa Mare in Ibiza.

Set to take place from 11 September, the Daycare for Mobile Phones is completely free of charge to consumers wishing to “kick their technology addiction”.

The weekend will comprise a selection of activities designed to de-stress, such as yoga, meditation, dance and the “purest” Mediterranean diet.

The idea stems from the latest Technology Trends annual report by Kleiner Perkins Caufield & Byers, which showed people tend to check their phones 150 times a day.

Those wishing to join the retreat must prove they can live without their phones for 72 hours and gain the most messages of support from family and friends on their personalised hashtag during that time. Enrolment is free via www.daycareformobilephones.com.

Grey Goose Vodka

From June until August, Grey Goose vodka will be hosting a number of summer soirée gatherings with the promise of offering “stress-free” cocktails throughout the US.

Inspired by the “French approach to the season”, the vodka brand hopes to deliver “chic” entertaining experiences with refreshing, classic cocktails and good company.

Bartenders will be on hand to mix and match Grey Goose with soda, lime and mint or Grey Goose Citron flavoured vodka with soda, lemon and thyme.

Each drink has been designed to illustrate the consumer shift towards more simplistic cocktails.

Grey Goose will be hosting its Summer Soirée nights at bars, clubs and hotels in Dallas, Atlanta, Los Angeles, Washington DC, Chicago and New York.

Hpnotiq

Hi-Spirits has given a promotional push behind its Hpnotiq liqueur brand with a new on-trade campaign in the UK.

Made from French vodka, exotic fruit juices and Cognac, the blue liqueur will be offering a selection of new signature serves designed to add a touch of “celebrity bling” to consumer occasions.

Cocktail offerings include the Hpnotiq Caipirinha made with Hpnotiq, Ron Cortez Rum and lime wedges, and the Blue Blossom, a blend of Hpnotiq, Brokers Gin and lemon juice.

Dan Bolton, managing director of Hpnotiq owner Hi-Spirits, said: “Hpnotiq is an ideal summer drink served chilled on its own, on the rocks or as a mixed drink, and so it’s an ideal time to promote the brand.”

Jägermeister

Jägermeister has partnered with Grammy award-winning rock band Halestorm for a US tour later this year.

Scheduled to take place throughout October and November, the Jägermeister Presents: A Wild Night with Halestorm will see the band perform in multiple cities, including New Orleans, Chicago, Philadelphia and Las Vegas.

“It is both an honour and a privilege to work with Halestorm,” said Cliff Rigano, director of music marketing for Jägermeister. “To see their careers skyrocket over the last few years is a testament to their creative passion, and the opportunity to be a part of crafting these incredibly unique shows is as one of a kind as Jägermeister.”

Jim Beam

Jim Beam’s latest flavour variant Apple is set to debut its first UK TV commercial this summer, starring the brand’s global partner and actress Mila Kunis.

The Jim Beam Apple advert will air nationwide at the end of July and introduces viewers not only to the new product, but also to its “refreshing” signature cocktail, called the Jim Beam Apple Splash.

Jaime McIntosh, Maxxium UK’s marketing controller for imported whiskey, commented: “Flavours remain an important segment of the category and we are proud to support the launch of Jim Beam Apple and communicate a refreshing signature serve that is a new and exciting way to enjoy Jim Beam.”

Southern Comfort

The latest instalment of the Southern Comfort Whatever’s Comfortable campaign has launched, titled Spray Tan.

Aimed at the 18-24-year-old age group, the new video focuses on the brand’s core serve of Southern Comfort, lemonade and a squeeze of fresh lime juice and its “suitability” for summer.

Filmed in a tanning salon, the advert depicts a group of “unlikely” men dressed in shower caps and paper underwear receiving a spray tan while enjoying a Southern Comfort, lemonade and lime.

Gwen Ridsdale, Southern Comfort marketing manager, said: “The new creative not only heroes our ‘Whatever’s Comfortable’ attitude, but also the simplicity of the core serve itself and we are confident the advert will support licensees efforts to maximise sales during the all-important summer trading period.”

The Macallan

The Macallan welcomed consumers to The Macallan Residence in London last month to celebrate the brand’s 1824 collection – the first UK event of its kind from the single malt whisky.

The Scotch whisky brand took over neo-Gothic mansion Two Temple Place in London for two nights in June, where consumers were taken on an explorative journey of photography, food and fashion.

Visitors were handed bespoke keys to “unlock their senses”, and invited to nose and taste Amber, Sienna and Ruby from the 1824 series in a chocolate and whisky pairing from Artisan Du Chocolat.

Guests were also treated to an exclusive masterclass led by Wayne Collins of Maxxium’s Mixxit team that divulged how to make The Macallan Old Gold cocktail, a twist on the Old Fashioned.

Chambord

French black raspberry liqueur Chambord revealed it will bring its Because No Reason campaign back again this summer to once again encourage female empowerment.

Having initially aired last year, two Chambord TV adverts called Flamingo and Trumpet will be aired once more throughout July and August.

The TV spots have been created to connect with “sassy and glamorous” independent females and celebrate the “free-spirited mindset” of Chambord fans.

Hilary Brown, senior brand manager Brown-Forman, said: “Since its launch last year, our Because No Reason campaign has really helped Chambord to connect with our target female audience, so we’re delighted to be launching across TV, digital and PR this summer.”