Top 10 spirits marketing campaigns in November 2018By Owen Bellwood
Another star-studded month for marketing saw Cuban actor Ana de Armas become the latest face to front Campari’s Red Diaries, while The Macallan unveiled its first global advertising campaign.
Last month saw a number of brands celebrate diversity including Svedka vodka which marked “fearlessly original” consumers in its latest push, and Skyy Vodka which hired John Cena to front its Proudly American campaign.
In Scotch whisky, The Macallan debuted a 90-second “hero film” while Diageo-owned Talisker assembled teams to row across the Atlantic Ocean as part of the Talisker Whisky Atlantic Challenge.
Over the following pages, we name our top marketing campaigns launched in November 2018.
Edrington-owned Scotch brand The Macallan is hoping to “avoid category clichés” with its first global advertising campaign.
Macallan’s Make the Call campaign centres around the theme of “bold decision-making” with a 90-second “hero film”.
Described as an “emotional visual story” that “delivers a powerful statement of encouragement”, the campaign will focus on The Macallan’s key markets – the US, Mexico, Taiwan, China and the UK.
“The launch of our first ever global advertising campaign marks a new chapter in the history of The Macallan,” said Paul Condron, global brand controller for The Macallan.
Campari Group hired Blade Runner 2049 actor Ana de Armas to star in a short film for the Campari Red Diaries 2019.
De Armas will star alongside Italian actor Lorenzo Richelmy in the short film, called Entering Red. Directed by Italian filmmaker Matteo Garrone, the film will be a core element of a fully integrated campaign next year.
The “suspenseful and intriguing” film will see de Armas follow scarlet clues as she travels across Milan, Italy.
Entering Red, which feature cameos from six leading bartenders and social influencers, will premiere in Milan on 5 February 2019.
Estonian spirits maker Liviko has opened an interactive museum and is inviting visitors to tour its distillery in Tallinn.
The new museum will “showcase the stories” of Liviko’s Vana Tallinn liqueur, Crafter’s gin and Viru Valge vodka.
Visitors to the site will be able to walk around the production buildings, visit the museum and take part in a drinks masterclass.
Liviko director Janek Kalvi said: “Over the years, Estonians and visitors from abroad have expressed an interest in seeing what goes on in Liviko up close and now, for the first time, we’ll be offering visitors the chance to take a look at our factory in operation.”
Cream liqueur manufacturer Creamy Creation has partnered with renowned bartender Jonathan Pogash to create a number of signature serves.
Pogash, founder of beverage consultancy firm The Cocktail Guru, has created five cocktails made with Creamy Creation’s products, including Lemongrass Ginger and Melon Coco Breeze.
The drinks, which include a twist on the Espresso Martini, were developed to show how using cream liqueurs can simplify complex cocktails.
Pogash said: “Cream liqueurs are used as an innovative and natural ingredient, allowing the bartender to create cocktails that do not have more than three or four steps.”
Constellation Brands has launched a US marketing campaign for Svedka Vodka, which celebrates “fearlessly original” consumers.
Svedka’s Bring Your Own Spirit campaign features TV commercials, digital marketing and social media content.
The campaign’s 15- and 30-second adverts will air on channels including Bravo, ESPN and Comedy Central, and will feature a cast that is seen to be “living their lives with authenticity, diversity and originality”.
For its digital ad, the brand has created visuals featuring messages such as ‘All Heart Eyes on You’, ‘Darling, You’re A Heavy Pour’ and ‘You’re A Rainbow & They’re All Colourblind’.
A total of 28 teams of adventurers, comprising 88 members all together, are preparing to row across the Atlantic Ocean as part of the Talisker Whisky Atlantic Challenge.
The challenge invites teams to row 3,000 miles in 30 to 90 days as they raise money for a chosen charity.
The 2018 fleet includes Row for the Ocean, which is campaigning to turn Exeter into one of the UK’s first plastic-free cities, and the first Antiguan all-women’s team.
Participating countries include the UK, US, France, South Africa, Netherlands, Denmark, Australia and Italy.
Lisa Everingham, global Talisker marketing manager, said: “The race is a truly unique experience, one that encourages the teams to switch off from their busy everyday lives, embrace the elements and rediscover what matters most.”
Skyy Vodka has hired American wrestler and actor John Cena to star in the latest video for its Proudly American campaign.
The campaign juxtaposes famous phrases from American history with “powerful, vivid” imagery of people who celebrate diversity.
World Wrestling Entertainment star Cena is the latest famous face to join Skyy Vodka’s campaign.
He stars in a new video called The Pledge, and narrates a “lighthearted take on the nation’s traditional pledge”.
Cena said: “Skyy’s dedication to embracing the ever-evolving America and offering a podium to those who embody, and at times even redefine, what it means to be American is a cause I stand proudly behind.”
Yorkshire-based gin brand Slingsby has partnered with The Ivy Tower Bridge to support Busk in London, an initiative that encourages street performers.
As part of the collaboration, a series of Busk In London musicians will perform at the London restaurant on select occasions until summer 2019. The first set of performances will take on a festive theme.
During the events, guests will be able to enjoy a series of bespoke cocktails created by Slingsby Gin and The Ivy Tower Bridge’s bar team, such as The Gooseberry Fizz, which combines Slingsby Gooseberry Gin and cinnamon syrup, topped with Prosecco.
Roe & Co
Diageo has launched a marketing campaign for its Roe & Co blended Irish whiskey brand that is “centred around reimagining the old to create the new”.
The campaign aims to champion art, design and the drinks industry through its celebration of the brand’s Irish roots and heritage.
Alan Mulvihill, European Roe & Co brand ambassador, said: “Roe & Co is a unique blend of true Irishness and versatile modernity, which we want to show to consumers through a series of exciting workshops and events.
“We look forward to engaging people and breathing life into old trades and crafts – rejuvenating the old with the new.”
Diageo-owned Tanqueray gin aims to shift consumers’ attention from “gimmicks” to flavour with its Unmistakably Tanqueray campaign.
The campaign carries the statement that Tanqueray’s flavour is “so distinctive and perfectly crafted” that consumers don’t need to see the green bottle to know they are drinking the brand.
The artwork for Unmistakably Tanqueray features blindfolded models holding a Tanquery and tonic. It will feature on out-of-home, print and digital advertising around the globe.
D-J Hageman, global head of Tanqueray, said: “We want to bring the conversation back to what really matters – taste.”