Top 10 marketing campaigns in November

You may be forgiven for assuming all marketing efforts at this time of year are focused on Christmas, but as November’s new adverts show spirits producers have much more in mind.

These are the top 10 marketing campaigns launched in November

The battle between the rum giants continued last month as Bacardi took its campaign for its Oakheart Spiced Rum brand up a notch in order to get ahead of Diageo’s Captain Morgan.

Meanwhile, Finlandia increased its focus on environmentally friendly water sourcing with the release of a four-part documentary series.

Famous faces were recruited elsewhere, with both Southern Comfort and Courvoisier Cognac enlisting the talents of two esteemed actors for their most recent marketing endeavours.

And making its first foray in the world of TV advertising was Fever-Tree tonic water with its inaugural 30-second spot.

Click through to the following pages for the full list of top 10 marketing campaigns in November. 

Bacardi launched a new marketing campaign with an aim to trump Captain Morgan by inviting spiced rum drinkers to “bench the captain”.

Titled ‘All In, All Heart’, the campaign highlights the results of an “independent national taste test”, where consumers preferred Bacardi Oakheart Spiced Rum to Captain Morgan Original Spiced Rum by a “significant margin”.

“It’s now our time to showcase our leadership in the category,” commented Fabio di Giammarco, global vice president of Bacardi rums. “We attribute our success to the affirmative feedback received from our consumers and proudly claim our title today as the better tasting spiced rum over Captain Morgan Original Spiced Rum.”

‘All In, All Heart’, is aimed at the millennial market and features across digital, social, radio and out-of-home channels in key markets.

Last month, Maxxium UK unveiled festive Courvoisier advertising across print, digital and social media platforms, and in cinemas in support of the brand’s ongoing ‘Toast of Paris’ campaign.

The cinema advert is set in the Eiffel Tower, where Courvoisier was chosen to toast the opening of the famous landmark in 1889.

It depicts a waiter on his way to the top, spanning history until he arrives in the present with new packaging.

Chris Anderson, Maxxium UK’s marketing controller for luxury brands, said: “The timing couldn’t be better as the Christmas period represents a great sales opportunity for spirits and in particular Cognac.”

Fever-Tree made its TV advertising debut in partnership with Channel 4’s Commercial Growth Fund, which helps “high growth” companies build businesses through TV advertising.

Only the second brand to have received funding since its inception earlier this year, the 30-second advert creates an “emotive connection” between Fever-Tree Tonic and the popular Peggy Lee song, Fever.

Directed by Paul Weiland OBE through his creative agency Contagious London, singer Angela Ricci slinks through a bar performing her rendition of the famous 1958 track.

The scene ends on the apt lyrics “give me fever” as Ricci sips a drink, before cutting to the tagline “mix with the best”. The advert first aired across Channel 4’s London and South regions and will be broadcast until the end of the year.

Rémy Martin enlisted the talents of film actor John Malkovich to star in a campaign for its Louis XIII Cognac that imagines the future 100 years from now.

The film will not be screened for 100 years and has been sealed in a custom safe with a timer. It is said to feature a series of “trailers” directed by Robert Rodriguez, inspired by the 100 years it takes to create a bottle of Louis XIII.

One thousand guests from all over the world have been given invitations to pass on to their descendants to attend the film premiere on 18 November 2115.

“Louis XIII is a true testament to the mastery of time, and we sought to create a proactive piece of art that explores the dynamic relationship of the past, the present and the future,” said Ludovic du Plessis, global executive director for Louis XIII Cognac.

“We are thrilled that this talented actor and creative filmmaker were inspired to join us on this artistic endeavour.”

International Spirit and Beverage Group (ISBG) signed a multi-year sponsorship deal with the New York Football Giants to promote its Besado Tequila and Cavoda Vodka brands.

As part of the deal, ISBG has opened
 a branded Club Cavoda in the MetLife Stadium, which is designed to bring a “New York City high energy atmosphere” to football fans during the game.

“We look forward to a long and successful relationship with the Giants and MetLife Stadium,” said Jeff Freiberger, ISBG’s chief operating officer. “The New York Giants have a lengthy and prosperous football heritage and we are proud to partner with this historic franchise.”

ISBG also reserves the rights to the New York Giants trademarks in conjunction with the Cavoda Vodka and Besado Tequila brands in New York, New Jersey and Connecticut, which will be used for on- and off-trade point of sale materials, advertising and store displays.

Finlandia filmed a short documentary series to raise awareness of the importance in preserving the world’s pure water sources.

Titled Journey from the Source:
A Search for Less Ordinary Wisdom, the four-part series debuted last month across online channels, including the brand’s YouTube channel.

Each four-minute episode follows a group of “world class adventurers” on their journey from Finland to the US as “pure water advocates”. Finlandia has also released a selection of behind-the-scenes assets, trailers and “making of” vignettes 
via social media and content partners.

Chris Doyle, Finlandia brand manager, said: “We are trying to create an engaging dialogue about the need for pure water – one that resonates with our audience, and in turn, motivates them to champion this cause as well.”

Brown-Forman recruited US actor Danny McBride to inject some humour into its latest Southern Comfort campaign, SHOTTASoCo.

An extension of the brand’s long-standing ‘Whatever’s Comfortable’ campaign, SHOTTASoCo stands for “shot of Southern Comfort” and features its own “booty- shaking” theme tune.

The advert shows McBride transform from a CGI figure and fly through the air at different locations across the globe singing the theme tune.

“Danny McBride is truly the perfect ambassador for us,” said Lisa Hunter, brand director for Southern Comfort. “He genuinely loves Southern Comfort and his personality perfectly aligns with our everyday mantra, ‘Whatever’s Comfortable’. We know there’s no one better to pioneer that SHOTTASoCo movement.”

Label 5 blended Scotch whisky unveiled its ‘Whisky Confidential’ global campaign, designed to encourage consumers new to the category to try whisky cocktails.

Owned by La Martiniquaise Bardinet, the brand has joined with bartenders to create whisky cocktails with Label 5 Classic Black.

‘Whisky Confidential’ comprises a series of videos inviting imbibers to visit bars in Shanghai, New York and London to enjoy cocktails created by the bartenders, and also offers cocktail recipes allowing consumers to recreate the drinks at home.

Vinny Burke, owner of Jago in London,
 features in one of the videos, which are available to view on Label 5’s YouTube channel and Facebook page.

He said: “I wanted to create a drink that was light and fresh. Label 5 is a great Scotch for cocktails as it has a complex flavour which enables you to work with different notes.”

E&J Gallo has launched a new multi-million pound integrated marketing campaign for New Amsterdam Vodka.

Aimed at millennial consumers, the campaign – called ‘It’s Your Town’ – covers TV, digital and outdoor advertising, PR and social media activity, sampling events and trade marketing.

The campaign focuses on four UK cities, including London, Birmingham, Manchester and Glasgow, exploring what makes the perfect millennial night out.

‘It’s Your Town’ will be supported with a multi-million pound national advertising campaign over TV, on demand and digital channels, targeting key sports events including the Rugby World Cup 2015, and channels such as ITV2, Sky and Channel 4.

“This is a very exciting launch for us,” said Olga Senkina, marketing director EMEA for E&J Gallo. “ New Amsterdam Vodka has enjoyed tremendous success in the US and we are confident that will be replicated here in the UK.”

French liqueur brand Alizé was the official drinks sponsor of the Music of Black Origin (MOBO) Music Awards last month.

The partnership came about due to the brand’s “rich history with music”, with artists including Tupac
Shakur, Biggie Smalls and
 Jay Z referencing Alizé in their music from the early 1990s.

The brand sponsored the VIP artist reception and after party areas, offering guests an array of Alizé cocktails.

Jay Orlean, Alizé brand manager, said: “We place a lot of value on authenticity so this is a perfect partnership.”