UK: Diageo gives Morgan's Spiced a £3m push

18 June, 2009

UK: Diageo Great Britain (GB) is investing £3million in marketing its Morganís Spiced rum brand. The campaign includes a humorous new advert for television and cinema Ė the first television advertising campaign for the brand in more than five years - and will be supported by a full press and online campaign.

The theme of the Morganís Spiced campaign is ĎThe Modern Adventurerí, and its essence is finding adventure in the everyday. The tongue-in-cheek television ad features men preparing for a visit to a new local pub in their town. The epic and adventurous journey they undertake features such challenges as navigating through the local park, avoiding aggressive geese, and avoiding hazardous weather conditions in the form of a leaf blower.†

The advertising campaign will launch on TV and in cinemas on 6 July across Scotland & North England (Yorkshire, Granada and Tyne Tees). It will run through July and August 2009 and then again in March 2010. In addition to television and cinema, the campaign will continue in print and outdoor executions, continuing the Modern Adventurer theme.

Diageo will also launch a new, dedicated website, and consumers can win prizes and drinks vouchers.

Alongside the advertising campaign, Diageo GB will be investing £800,000 to drive trial and awareness of Morganís Spiced. †The campaign will focus on the simple and great-tasting Morganís Spiced & Cola long mixed spirit serve and uses the Modern Adventurer theme.

Specifically for the off-trade, the Morganís Spiced brand team will be focusing on the recently released 35cl SKU. †The 35cl will cater for the Ďsomething for tonightí occasion, when consumers visit a supermarket looking specifically to purchase for that evening, or for the Ďtop up shopí as opposed to the weekly shop. It will also provide consumers with a lower price point SKU for trial of Morganís Spiced.

Julie Bramham, Morganís Spiced marketing manager at Diageo GB, said:†ďWeíre really excited to be investing significantly more behind the Morganís Spiced brand this year and bringing it back on television. †The brand is in fantastic growth across the trade at the moment and while it remains very popular in its Scotland heartland, weíre seeing real interest and growth in England and Wales. †Weíre 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.Ē

Morganís Spiced is growing at +7% across the total trade. In England and Wales, Morganís Spiced is growing at +23% in the off-trade.†

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