Latest Industry News

14 March 2012

News: Sense launch experiential campaign to support Animee

News from Brand Republic.jpgSense Marketing has launched a 15-week experiential campaign to support a marketing campaign for Animée, the beer brand produced by Molson Coors to target the "crucial" female sector.

The brand launched in July last year as the brewer's first lager to specifically target female consumers. It is available in three varieties – standard, rosé and citrus.

The campaign uses the brand messaging, 'Hurray For Animée' and supports a four-week sampling campaign in Tesco stores across London, the South-East and the Midlands, and a partnership with hair salon brand Toni & Guy. This activity will then run in Morrison's stores in the same regions.

The experiential campaign will involve up to 400 bars across the UK being given Animée-themed makeovers, while digital work includes a new brand Facebook page.

Kristy McCready, communications partner at Molson Coors, said: "The female market is crucial to the long term health of the UK beer industry. Animée is intended to repair beer's reputation among women by being sophisticated and feminine, without being patronising. This sampling gives us a great opportunity to introduce thousands of women to the fresh taste of Animée. The campaign has been planned brilliantly to ensure that we reach the right women, at the right time."

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