Allied Domecq Launches Holiday Campaign
Allied Domecq Spirits, North America, a marketing-led brands business, announced today its plans to increase the Company's holiday marketing spending by twenty percent over the previous year, to support the roll-out of brand campaigns for the holidays. The launch of new multi-million dollar television advertising from the world's number-one selling coffee liqueur, Kahlua(R); the introduction of new television advertisements from Malibu(R) Caribbean rum; and the recently announced "Frozen" ads from Stolichnaya(R), are among the campaigns leading Allied Domecq's 2004 holiday marketing efforts. Just in time for the holidays, Kahlua is launching its largest-ever television campaign aimed at showing millions of Americans how to make every day life less ordinary. Backed by a budget approaching $10 million, the TV spot depicts exotic variations of ordinary events from the lives of Kahlua's target consumers, and culminates with a woman enjoying a splash of Kahlua. The ads kick off in early November, just in time for the holiday selling season, on national cable and local spot TV on shows such as Desperate Housewives, CSI, Trading Spaces, Alias and Nip/Tuck. Malibu rum will increase its marketing efforts over the holidays with national cable advertising featuring two television spots entitled, "Melon" and "Bus." While the "Bus" spot launched in May 2004 on national cable, "Melon" will debut this holiday season in the US. Both advertisements represent Malibu's "Seriously Easy Going" marketing campaign and demonstrate how Malibu's easygoing spirit can help consumers take a break, loosen up and have fun with friends - a perfect reminder during the hectic holiday season. The spots are scheduled to run on such channels as BET, E!, FX, Spike, Style and USA. Stolichnaya recently launched its new fully integrated "Frozen" marketing campaign, set to drive more than 445 million consumer impressions through print and radio advertising, as well as innovative promotions. This campaign was developed to actively remind consumers that Stoli(R) genuine Russian vodka is brought to its highest quality and flavor when chilled to the freezing point. Print advertisements will be found in national magazines such as FHM, Maxim and Playboy. In addition, out-of-home ads will appear on billboards, kiosks and bus shelters in major metropolitan markets. Sixty-second radio advertisements will complement the print and outdoor ads in the same major metropolitan markets and will further the concept of going to extremes to enjoy Stoli. For more information about Allied please visit their web site www.allieddomecqplc.com.
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