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Jacques unveils female-focused summer campaign


By The Drum Team, Editorial

June 14, 2010 | 2 min read

Cider brand Jacques is launching a new female friendly marketing campaign which it hopes will strike a chord with young women this summer.

At the heart of the campaign - which represents parent company Heineken's biggest investment in the brand to date - is a series of branded events that aim to appeal to "young women with style".

These include tasting sessions at Benefit Cosmetics stores, complimentary bottles of cider at Toni & Guy hairdressers and a sampling bar at London Fashion Weekend in September.

The centrepiece will be exclusive events hosted by singer Sophie Ellis-Bextor at 'The Jacques Townhouse' in London's Fitzroy Square in July and August.

Exposure is promoting the campaign through press ads in leading women’s magazines and on websites including Glamour, OK, Grazia and

The agency has also put together a Facebook page pushing the Fitzroy Square soirees and providing information on how to register to go along. Jacques is also launching a new brand website.

Doug Cook, brand manager for Jacques at Heineken UK said: “This year sees our most significant investment in the Jacques brand to date. We will be creating a live brand experience that will appeal to female consumers combined with some very exciting partnerships to help bring the brand to all aspects of our drinkers’ social lives.”

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