Cointreau signs £1m partnership deal with Classic FM and The Independent
Maxxium UK liqueur Cointreau has signed a £1 million partnership deal with Classic FM and the Independent newspaper. The integrated multimedia campaign is designed to "re-engage" with core consumers of the brand.
The deal incorporates radio advertising, using a contemporary interpretation of the classic Cointreau campaign from the 1970's and 1980's - a sensual, seductive and romantic theme based on the evolving relationship between a Frenchman and Englishwoman. Cointreau will also feature prominently in the various editions of the Classic FM magazine as well as via their highly popular website www.classicfm.co.uk.
The liqueur brand has also signed a deal with The Independent newspaper, which will result in significant branding within the Information Guide which appears free in Saturday's paper. The branding will continue throughout July and August with tactical advertising and advertorial strips appearing in the classical music and going out sections of the information guide.
In addition to this, Cointreau will sponsor the evening concerts on Classic FM taking place around the country from July to December 2003, for a second consecutive year. Following on from last year's highly successful campaign and in addition to on-air branding, the evening concerts will provide Maxxium UK with the opportunity to sample Cointreau on ice with an edge of lime to audiences of over 100,000 people throughout the summer, re-engaging with their core target market.
Cointreau will also continue with its programme of direct marketing via its loyal consumer database, helping to increase their frequency of consumption for the brand.
Maxxium UK senior marketing manager for Cointreau, Phil McLaughlin said: "Our emphasis over the past year has been focussing on re-engaging with core consumers rather than pursuing a strategy of recruiting younger drinkers. As a result we have significantly increased our spending in this area, reinvesting in our partnership with Classic FM and forming a new one with the Independent."
Activity taking place in the off trade in the run up to Christmas continues the theme and includes an on pack promotion that enables consumers to claim a free classical music CD when they send in a Cointreau bottle top. A similar theme will run in the on trade with consumers receiving a free CD when they purchase 3 or more shots of Cointreau. The promotion aims to encourage trial and increase rate of sale.
