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Molson Coors Animée

Animée to roll out sampling campaign with Sense London


By The Drum Team, Editorial

February 20, 2012 | 2 min read

Molson Coors is set to begin a four week sampling campaign across Tesco stores in London, the South East, East Anglia and the Midlands, promoting Animée, its range of beers targeted at women.

This will be followed by a further month of activity in the aisles of Morrison’s stores in the same regions, with visitors to 100 Toni and Guy outlets across the country also being given the chance to taste the range.

Kristy McCready, communications partner at Molson Coors, said: “This sampling gives us a great opportunity to introduce thousands of women to the fresh taste of Animée. The campaign has been planned brilliantly to ensure that we reach the right women, at the right time.

“The female market is crucial to the long term health of the UK beer industry. Animée is intended to repair beer’s reputation amongst women by being sophisticated and feminine, without being patronising.”

The campaign was devised by experiential agency Sense London, who will also carry out the sampling campaign.

Kelda Reddrop of Sense Londo, said: “It was important to Molson Coors that the sampling activity was aimed at a broad cross section of female consumers. The campaign we’ve designed does just that – with women doing the weekly shop or those having their hair done given the opportunity to try Animée.”

Sampling activity will be expanded in pubs and bars later in the year, with a social media drive for Animée, including a new Facebook page, also set for this year.

Molson Coors Animée

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