Pernod Ricard to launch Domecq 1820 brandy to UK market with help from Cubo
Pernod Ricard has engaged Cubo to create the shopper communications for the UK launch of Domecq 1820 brandy.
Tasked with creating striking visuals to help capture the UK market, the design from Cubo aims to differentiate the premium Spanish brandy from the rest of the category. The tagline ‘beautifully balanced taste’ is represented with an illustration of the bottle positioned on an elegant steel sword.
Launching in independent and major multiple retailers including Sainsbury’s and Asda in January and Waitrose and Tesco in February, the brand concept will feature across all in-store promotional materials in wholesale and retail. Cubo’s artwork will also be used in brand literature and business-to-business press adverts, contributing to retailer and wholesaler understanding and interest.
“The agency has captured the brand’s essence with this work – presenting it in a bold, contemporary style which still manages to reflect its centuries of heritage. In turn, this will launch us into the UK marketplace,” said Pernod Ricard UK head of marketing, Vicky Wood.
Chris Walmsley, head of planning at Cubo, added: “We wanted to create a concept which would achieve immediate uptake for the brand – encouraging first-time trials and persuading consumers to convert from other brandies…Our aim is to see Domecq grow from a little-known to a popular brand over the coming months, generating strong retailer and consumer demand.”
The Spanish brandy hopes to provide a contemporary twist to a category dominated by French brands.
Content created with:
Cubo Group
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