Diageo plans Morgan's Spiced investment
Diageo GB plans to double the investment in its Morgan's Spiced brand this year in order to grow awareness outside of its Scottish heartland.
The drinks giant will be investing £3m in the brand, to include a television and cinema advertising campaign which will launch on 6 July across Scotland and North England (Yorkshire, Granada and Tyne Tees). The activity marks the brand's first television appearance for in more than five years, and its first television advert in England.
Advertising for the Caribbean rum brand follows the theme of The Modern Adventurer, with an emphasis on finding adventure in 'the everyday'. Tongue-in-cheek television adverts feature men bravely preparing for a visit to a new local pub in their town, which becomes an epic and adventurous journey with the group facing a number of challenges along the way. Advertising is aimed at the brand's target audience of male and female consumers aged 18 to 30 years-old.
"The brand is in fantastic growth across the trade at the moment and while it remains very popular in its Scotland heartland, we're seeing a real interest and growth in England and Wales," said the brand's marketing manager Julie Bramham. "We're confident the Modern Adventurer campaign will drive the mass awareness television ad campaigns are proven to do and help to increase purchase of the brand for retailers across Great Britain."
Alongside the ad campaign Diageo will also be investing £800,000 to support the on-trade by focusing on the Morgan's Spiced & Cola long mixed spirit serve.
In addition, point of sale kits, containing posters, drip-mats, optics and bar runners will be distributed to thousands of pubs and bars across Scotland and England. Targeted outlets will also offer consumers the chance to win £50 Ticketmaster gift vouchers with every Morgan's Spiced purchased.
A team of Morgan's Spiced Modern Adventurers will also go into select outlets, offering a free Morgan's Spiced & Cola and an invitation to participate in the brand's 'buzzer' game where consumers can win prizes specifically designed for their cities.
