Media watch
ANDRE AGASSI AND JACOB’S CREEK
In a major move for the brand, Jacob’s Creek has confirmed that it has signed a three-year partnership with international tennis legend and former Wimbledon champion, Andre Agassi. The partnership, which runs until early 2015, encompasses the rights for
Jacob’s Creek to feature Agassi in a global promotional campaign that encourages consumers to embrace the brand’s ‘True Character’ philosophy by staying true to themselves. The campaign will be amplified throughout Wimbledon to reinforce the brand’s status as the Official Wine of Wimbledon. This latest move further builds on Jacob’s Creek’s association with tennis, which
includes the brand’s sponsorship of major tournaments such as the Australian Open and its partnership with the All England Club as the OfficialWine ofWimbledon. The new Jacob’s Creek/Agassi partnership will include an integrated suite of marketing materials, including new creative, as well as digital and PR activations that will increase brand awareness in and around tennis events where Jacob’s Creek has an association. As part of the first year of the campaign, a series of short films has been
produced featuring Agassi in candid on and off the court stories, which bring the Jacob’s Creek ‘True Character’ communication platform to life. The campaign was launched at the Australian Open in January, before a planned amplification during the Wimbledon Championships with above and below the line activity. Simon Thomas, deputy managing director of Pernod Ricard UK, said: “Agassi is a
true character of tennis, and achieved legendary status at the All England Club with his Wimbledon victory in 1992. Since his retirement from international tennis, he has proven himself to be an even greater true character, particularly through his philanthropic work. Being able to partner with him to deliver our ‘True Character’ message is a real coup, particularly given Jacob’s Creek’s status as the OfficialWine ofWimbledon.”
DOUBLING SPEND WITH PREMIER FOODS
Premier Foods is set to double its marketing behind its well known brands this year, which can be attributed to its plan to improve the business performance, whilst cutting other expenses. According to Marketing Week, the company bordered its
‘power brand’ strategy to focus on Hovis, Ambrosia, Mr. Kipling, Sharwood’s, Loyd Grossman, Bisto, Oxo and Batchelors. Taking place last year, this was part of a restructure that saw Premier Foods split into two divisions, as well as the group chief operating officer role axed. The business will launch carefully planned TV
campaigns for six of the eight brands within the first quarter of 2012. This is in a bid to heighten brand engagement and sales, with the company claiming that the ad campaigns will “spearhead a full programme of new product innovation, promotions and marketing” throughout the year. Marketing week reported that Premier Foods spent
£19.9m in 2011, according to internal figures, and plans to invest £41.3m in 2012. CEO Michael Clarke says: “We continue to deliver
on our plans to stabilise the business and invest in our recovery and future growth. While decisions to reduce the workforce are always difficult, I’m convinced we are taking the right steps in the long term interests of the business, employees and our stakeholders.”
FIRST DATE FOR HEINEKEN
Premium imported lager Heineken is launching ‘The Date’, the second film from the brand’s global ‘Open Your World’ campaign through Video on Demand (VOD), in the UK this month. Created by advertising agency Wieden & Kennedy,
Amsterdam, the 30 second execution is a high energy story following the Heineken Legend, as he woos his stunning date on an epic journey in a glamorous tribute to magical dates and legendary night outs. Shot on location in London, the hip atmosphere of the
film is complemented by a musical score featuring the catchy Bollywood track ‘Jaan Pehechaan Ho’. Bruce Reinders, brands director of Premium Lagers
at Heineken in the UK, said: “‘The Date’ attracted more than 4m hits on YouTube in the first three weeks of its release. That number has since risen to almost 9m hits and the new seven week ad burst on VOD will take Heineken’s ‘Open Your World’ message to a new audience in the UK. “Like its campaign predecessor, ‘The Entrance’, ‘The
Date’ plays on the popularity of ads which use humour and excitement to engage viewers and the brand’s worldly, open-minded and confident personality is perfectly conveyed through the new ad - proving that in every Heineken drinker there is a legendary hero in the making.” The VOD ads will run on a number of digital sites, including Channel 4 and Sky Player.
82 TUCO | 02.2012
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