The biggest marketing campaign to be launched by Glayva Liqueur begins roll out today.
‘Glayva, The Best Liqueur in the World’ sees a six figure investment made by Whyte & Mackay to promote the brand and focuses on a drinks amnesty calling for consumers to ‘Save Britain’s Drink Cabinets’ in time for Christmas.
Developed by Wire Media, which handled and will run the PR support for the campaign, the Glayva marketing team and Material who are handling the sampling campaign, which intends that cabinets will be ‘saved’ through swapping old, neglected bottles left at the back of the cupboard, in favour of Glayva.
To highlight the six-week-campaign, mini videos will be released through Facebook, supported by regional print partnerships (including with Metro and the Evening Standard), radio partnerships (BRMB and Real Radio) and sampling in select cities, as well as a voucher discount being introduced throughout all major national supermarkets.
The Facebook videos call on consumers to upload photos of themselves clearing out their old bottles, and will be rewarded for doing so with Glayva.
Jim Coates, head Of brand for Glayva, commented: “We’ve planned a campaign for Glayva that’s fresh, imaginative and gets across the ‘best in the world’ message in an original way. We’re putting more weight behind the brand than ever before and by integrating social media properly with our traditional media, sampling and off-trade discounts, we’ll resonate with our existing drinkers as well as new, younger customers.”