Midori melon liqueur launches new £1m UK campaign

Midori melon liqueur is seeking to increase its UK presence with a new £1 million marketing campaign.

The ‘My Midori’ campaign will focus on two target regions of the country and will reflect the lifestyle of the brand’s customer-base.

With trial brand advertising across the identified areas, the campaign will run in two bursts during August and October with the tagline ‘discover your Midori’ to encourage customers to discover their own preferred serve.

Nick Barker, Midori UK brand manager, said: “The new positioning has been designed to reflect the target consumer’s lifestyle and in turn increase brand awareness and sales. The consumer is choosing Midori as a sophisticated drink to enjoy with friends, not only on a night out but also for a night in.

“There’s a growing trend for consumers to mix cocktails at home and this is something we’ve seen reflected in our sales figures, with the brand seeing 22% off trade growth in the UK in the past year.”

The campaign will also be supported by a new partnership with a fashion brand whose name will be announced later this year.

Midori European brand manager Catherine Meardon, said: “Research has shown that out of home advertising is the best way to build awareness among our target market.

“Billboard advertising has been part of Midori’s through the line campaign for the past few years in Australia and the US with a positive effect on sales and brand awareness, so we are looking forward to launching it here in the UK.”

The new website www.discovermidori.com has also been created to demonstrate different serve options and environments suited to the liqueur. This accompanies two new social media channels – Instagram and Pinterest – that the brand will use to publish new recipes and further engage with consumers.

Meardon added: “Social media is another increasingly important element of Midori’s marketing campaign. We know that our consumers are spending more of their time across different social platforms, so it’s essential the brand is sharing those spaces with them.”

On-shelf promotions will be present at Asda, Tesco and Morrisons and on trade support will be given to pub operators and regional and independent operators.

Midori melon liqueur has an RRP ranging from £11 to £16.99.

Midori’s global brand ambassador Manuel Terron spoke to The Spirits Business about his mission to regenerate the brand earlier this year.