Sense 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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