This spring, Morgan’s Spiced® will be supported by an extensive through-the-line marketing campaign including an interactive national sampling drive, TV adverts, outdoor advertising and digital activity, all following the Modern Adventurer theme. The Diageo Great Britain (GB) brand has also secured a new listing with a national high street retailer which will see POS driving awareness and sales in outlet.
The Modern Adventurer campaign, which began last July and marked the brand’s biggest marketing spend to date (£3.5m), returned to TV screens in Scotland and North England during March. Featuring a group of men undertaking a series of tongue-in-cheek adventures on the way to their local bar, it encourages people to find adventure in ‘the everyday’. This burst of TV was followed on 1st April by a six week national online campaign which includes a digital game offering consumers the chance to win an epic Modern Adventure worth £1000 to share with three friends. This will coincide with a two week outdoor campaign which will run in key cities across England from mid April.
The Morgan’s Spiced team also aims to give 100,000 consumers the opportunity to try Morgan’s Spiced over the three month spring period with over 660 sampling opportunities taking place in outlets across major cities in England, Scotland and Wales . Each outlet will be visited by a team of five people who will give consumers the chance to experience the great taste of Morgan’s Spiced and cola and also win a t-shirt by playing an interactive Modern Adventurer themed game. Morgan’s Spiced will also deliver Modern Adventurer themed ROS kits to 4,000 on-trade outlets nationwide, which contain a scratch card mechanic to enable consumers to win Morgan’s Spiced branded prizes in outlet.
Morgan’s Spiced is up +9% in value and +3% in volume , with significant success in England and Wales, seeing +25% value and +22% volume growth , demonstrating the nationwide potential for the brand and the sales opportunity for licensees.
Ali Wilkes, Marketing Manager at Diageo GB, comments: “We’re delighted to be investing such significant support behind Morgan’s Spiced, continuing the Modern Adventurer campaign across TV, in outlet activation, sampling, outdoor and digital. The campaign has been very well received by consumers and we believe that the up-weighted activity for spring will capitalise on this further.”