A star-studded month for marketing saw Tanqueray and Snoop Dogg launch a Gin & Juice-inspired campaign, while Matthew McConaughey made his directorial debut for Wild Turkey.

Last month saw rapper Snoop Dogg partner with Tanqueray

Last month the Smirnoff Sound Collective, Smirnoff vodka’s international music platform, partnered with NAAFI, a Mexico City music collective, to release an eight-minute documentary, titled Tribes: NAAFI, and Malibu launched 45,000 near field communication (NFC) enabled bottles – described as “the world’s very first pilot of its kind”.

In addition, Belvedere partnered with the musician John Legend to raise awareness and funds to fight HIV/Aids, while Drinkaware teamed up with millennial content site Unilad to address the normalisation of sexual harassment among young people on nights out.

Click through to the following pages for the top 10 marketing campaigns launched in September 2016.

Belvedere Vodka

Belvedere Vodka has partnered with the musician John Legend for its #MakeTheDifference campaign to raise awareness and funds to fight HIV/Aids.

For its fifth year of partnership with RED, a non-profit co- founded by U2’s Bono, Belvedere brings together the South African tribal artist Esther Mahlangu with Legend.

This year’s limited edition Belvedere Red bottle is emblazoned with vibrant art created by Mahlangu, an 80-year-old artist who practices her tribe’s indigenous art of Ndebele painting.

In support of the campaign, Legend lent his musical talents with the single ‘Love Me Now’, which encourages people to “love now and give now because of the uncertainty of tomorrow”.

Belvedere’s programme will continue with a global advertising campaign, strong digital activations and targeted efforts in on- premise establishments, as well as retail stores in 35 countries.

People can support Belvedere Red by giving – or keeping – the new bottle, featuring Mahlangu’s colourful artwork alongside Legend’s signature.

The bottle is available now at select retailers around the world. Belvedere donates 50% of its profits from every bottle sold to the Global Fund to fight HIV/Aids in Africa.

Black Cow Pure Milk Vodka

Black Cow Pure Milk Vodka has launched its first cinematic advert, called Meadow. Directed by RSA Films’ Jake Scott, the son of award-winning director Ridley Scott, Meadow is set in the Dorset countryside.

The dreamlike advertisement follows a young couple, who are glowing in the aftermath of enjoying the spirit.
Meadow will have its world premiere at the Electric Palace Cinema in Bridport, Dorset and will then be shown across Black Cow’s global markets.

The film features Black Cow Vodka’s Gold Top Cocktail Competition winner, model and mixologist Manachain Monaghan from the Monk Bar in Buxton, Derbyshire.

Black Cow co-founder and creative Paul Archard said: “We were thrilled that Jake agreed to direct our first Black Cow cinema advertisement. We look forward to introducing the delights of our Pure Milk Vodka to a whole new audience across the world.”

Tequila Herradura

Tequila Herradura has launched a new global marketing campaign, ‘Luck is Earned’, featuring real-life stories of people who reflect the values of the brand by “resisting compromise and exceeding standards on the path to greatness”.

John Tichenor, VP global brand director at Tequila Herradura, said: “The ‘Luck Is Earned’ campaign not only reinforces the brand’s courageous legacy, but pays tribute to our consumers’ real stories of conviction and eminence.”

The campaign, by Grey Canada, will include partnerships with video and music steaming service Hulu, mobile search service Foursquare and social media engagement through Facebook, Twitter and Instagram. It will launch throughout the US on 16 September, to coincide with Mexican Independence Day.

Patrón

Tequila brand Patrón has partnered with magazine GQ to become the exclusive spirits partner of the 19th annual GQ Men of the Year Awards.

Patrón served both signature and tailor-made cocktails during the main awards ceremony which took place on 6 September at the Tate Modern, London.

Cocktails include the Patrónic (Patrón and tonic), Perfect Patrón Margarita, Patrón Espresso Martini and a bespoke GQ Old Fashioned cocktail with Patrón Añejo.

The brand is also the category sponsor of the Patrón Tequila Solo Artist of the Year Award, which this year went to superstar DJ Calvin Harris.

Matthew Sykes, director, international marketing for Patrón Spirits International, said: “We are thrilled Patrón was at the heart of the celebrations.”

Drinkaware

Drinkaware has teamed up with millennial content site Unilad to address the normalisation of sexual harassment among young people on nights out.

Drinkaware and Unilad are calling on young people to speak up against sexual harassment, using #GropeFreeNights to shine a spotlight on the issue.

Part of the ‘Wouldn’t Shouldn’t’ campaign, #GropeFreeNights aims to prompt young people to assess their behaviour when drinking and recognise “if you wouldn’t sober, you shouldn’t drunk”.

Unreleased ICM research carried out for Drinkaware revealed that a third of all the 2,000 students interviewed had experienced a form of sexual harassment.

Wild Turkey

Hollywood actor Matthew McConaughey has made his directorial debut with a television commercial for Wild Turkey Bourbon after becoming creative director for the brand.

Gruppo Campari, owner of Wild Turkey, announced its partnership with the Dallas Buyers Club and Interstellar star in August. McConaughey has a mission to “reintroduce the world” to the brand through a series of television and digital advertising campaigns.

He stars in, directs and narrates this new advertisement as part of Wild Turkey’s ‘It’ll Find You’ campaign. The advert, shot on location in Southern California, takes place in a jazz club.

McConaughey worked with J. Walter Thompson New York and RSA Films in Los Angeles to create the ad, which will begin running in the US in September.

Smirnoff

In celebration of Mexican Independence Day on 16 September, the Smirnoff Sound Collective, Smirnoff vodka’s international music platform, has announced the world premiere of its new eight-minute documentary, titled Tribes: NAAFI.
Through a partnership with NAAFI, a Mexico City music collective formed in 2010, the Smirnoff Sound Collective “explores how it is inspiring change within the global music scene to bring music collectives across Latin America together.”
Tribes: NAAFI follows the journey of NAAFI’s four co-founders, Tomás Davó, Paul Marmota, Lauro Robles and Alberto Bustamante, as they aspire to set up a network of artists who redefine the stereotypes of Latin American representation.
Justin Medcraft, Smirnoff global senior brand manager, said: “The Smirnoff Sound Collective’s purpose has evolved to not only highlight inclusivity within the music industry, but to also push the industry to embrace diversity in the global electronic music scene.
“It is our goal to help viewers understand the beliefs and customs that have come together to create something ground-breaking.”

Malibu

Pernod Ricard has created 45,000 near field communication (NFC) enabled bottles for its Malibu coconut-flavoured rum brand, described as “the world’s very first pilot of its kind”.

As part of Malibu’s ‘Because Summer’ campaign, shoppers can tap their NFC-enabled android phone onto the bottle’s sunset image to access “engaging” digital content.

Malibu partnered with creative agency SharpEnd to create the bottle technology, which provides five ‘Because Summer’ experiences, including instant-win competitions (with UE Boom speakers as a
prize), user-generated content competition (holiday in Barbados), bartender in a bottle (summer drinks recipes), bar locator (geo- location to find the nearest Malibu bars), and a playlist (connects users to Malibu Play on mix cloud).

“This is a huge world-first for Malibu and the wider alcohol sector,” said Colin Kavanagh, Malibu’s global VP for marketing.

Saint James Rum

Caribbean pure cane rum producer Saint James Rum is supporting the Agricole Tour 2016 – a tour run by three rum experts to promote agricole rums around Europe.

This autumn, Jerry Gitany and Benoît Bail from the Rum Embassy, assisted by rum enthusiast and blogger Jessica Toumson, will explain the history of the rum category and promote Martinique, Guadeloupe and Marie- Galante on a global level.

Supported by 12 rum brands from the three islands, their purpose will be to educate rum lovers outside of France about agricole rums made of pure sugarcane.

Conferences and presentations will be held at rum shows and festivals during October, including the Show Rum Rome in Italy (2-3 October), Salon du Rhum de Spa in Belgium (8-9 October), Rumfest Berlin in Germany (15-16 October), UK Rumfest London (22-23 October) and Barcelona Rum Congress in Spain (25 October).

Tanqueray

Tanqueray gin has announced a new strategic partnership with rapper Snoop Dogg, launching a campaign inspired by his hit song Gin & Juice.

Snoop Dogg initially released the song in 1993. Now he has teamed up with Tanqueray to create signature cocktail recipes, include the liquor at his concerts, work on Tanqueray events, and release exclusive content and art projects inspired by the track.

Snoop Dogg has even created his own signature serve with Tanqueray No Ten, named Laid Back. Putting a
spin on the traditional Gin & Juice serve, the cocktail uses fresh pressed juices to complement
the “refreshing, whole citrus flavour profile” of Tanqueray No Ten Gin.

Snoop Dogg said: “When I wrote Gin & Juice it was about good feelings and real experiences; it just naturally became a global anthem.”