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Taboo targets friends in new consumer marketing push
Vodka-based drink launches National Best Mates Week
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| Taboo new marketing push |
Speciality drink Taboo, distributed in the UK by First Drinks Brands, is launching the first "National Best Mates Week" from 17-23 July, to help drive awareness and trial of the vodka-based brand.
The activity celebrates the importance of good friends and is designed to appeal directly to the brand's target audience of 18 to 24-year-old females during the key summer drinking period.
"Taboo is enjoying a strong revival, with the recent launch of Taboo Blue already selling at 50% of the rate of Taboo Original and helping to attract new consumers into the brand," said First Drinks' brand manager Nick Morton, of the William Grant & Sons-owned brand.
The national multi-media campaign has particular focus in the brand's heartland in the north-east of England, and includes a series of promotions on over 50 radio stations, competitions throughout online and traditional media for prizes such as holidays, luxury spa breaks, Best Mates 'party kits' and thousands of branded mobile phone charms.
Other initiatives include street theatre, such as branded rickshaws, and consumer sampling.
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