Midori unveils new brand positioning and £1m though the line campaign
Midori is today unveiling its new brand positioning with a through the line campaign across the UK, including the brand’s first out of home advertising drive.
The new positioning, ‘My Midori’, aims to reflect the personality and lifestyle on consumers, with the tag line ‘Discover your Midori’ looking to show the versatility of the melon liqueur.
The £1m advertising drive will concentrate on two regions identified as key areas for Midori target consumers with the objective of raising awareness and trial of the brand; and will run in both August and October.
Midori is also set to launch new Instagram and Pinterest pages, as well as looking to boost its current Facebook profile.
Midori European brand manager, Catherine Meardo, said: “Research has shown that out of home advertising is the best way to build awareness amongst our target market. Billboard advertising has been part of Midori’s through the line campaign for the past few years in Australia and the USA with a positive effect on sales and brand awareness, so we’re looking forward to launching it here in the UK.
“Social media is another increasingly important element of Midori’s marketing campaign. We know our consumers are spending more of their time across different social platforms, so it’s essential the brand is sharing those spaces with them. We’re excited to see the reaction of our incredibly loyal Facebook community once we roll out the new positioning and will be watching Instagram and Pinterest closely as Midori’s vibrant appearance lends itself so well to photo sharing platforms like these.”
Asda, Tesco and Morrisons will all be running on-shelf promotions to support the new positioning.