42-48 Marketing WhiskyTS:Layout 1 21/7/08 10:37 Page 42
MARKETING MATTERS
HOW THE BRANDS ARE PRESENTED
World
whisky
producers
exploit
youth
appeal
CROWN ROYAL DRIVES DRINKING MESSAGE HOME
The Diageo-owned Canadian whisky Crown Royal leads the North American
whisky category and 2007 saw the brand hit the 4 million case mark on the back
of 5.9% growth. It’s the seventh largest brand in the US by volume and the fourth
Outside the Scotch arena, the
largest brand in North America in retail US dollar sales.
whisky world is something of a
Not surprisingly, Diageo is out to maintain the momentum and that means a
mixed bag, but one thing
sustained and comprehensive marketing support package. As a result, Crown
Royal benefits from a raft of innovative and promotional initiatives, all geared to
whiskies, from the US to
underline its leading position. The lion’s share of the effort has been directed at
Ireland and India, have in
the NASCAR motor racing audience, as its demographics are a good fit with
common is their youth appeal.
Diageo’s marketing codes. Ninety-five percent of fans at the track are over the
legal drinking age, and happily 88% of fans that watch the races on television
Geraldine Coates looks at
are also over 21. Indeed, as the average age of a NASCAR fan is 38 this sporting
their ways and means
organisation has become the ideal vehicle to communicate the brand’s core
message, “Be a Champion. Drink Responsibly”.
IT’S INTERESTING to note that while Scotch whisky has Crown Royal’s sponsorship of NASCAR driver Jamie McMurray has now
ongoing problems in the drive to recruit younger consumers developed into a flagship national programme that acts as a platform to promote
in its mature markets, the other whiskies around the world, responsible drinking, including a series of national television ads released in July
such as those from Ireland, the US, India and Japan, 2007. The “Safe Rides Home” campaign shows McMurray, being mentored by
continue to attract new and younger fans to the category. Arty, a New York City cab driver (actor Danny Dennis), on the finer aspects of
So what’s the secret of their success? Well, in the main, driving people home, such as choosing the correct air freshener and the right
these whiskies have not been on the export trail for long so music. The spots end with the message that viewers should look for McMurray to
do not suffer the bugbear of offending traditional and long- drive them home or arrange an alternative safe ride after a night out on the
term consumers – however, it’s also to do with clever and town. The ads have since been adapted into a series of public service
inventive marketing in order to get over obstacles such as announcements to further illustrate the importance of drinking responsibly.
the ban on alcohol advertising in India. There, whisky Interestingly Canadian whisky per se has never really made its mark on the
producers have found their way into consumers’ hearts by export stage, and aside from the notable exception of Canadian Club, forays
identifying with their lifestyles and aspirations. Moreover, by have usually been made at the cheaper end of the world whisky spectrum, which
effectively communicating the approachability of their has tarnished the sector’s image. It’s interesting because its mild taste profile
products, they are able to exploit “trading up” trends and would make it perfect for cocktails and the younger would-be whisky drinker.
appeal to the 25- to 35-year-old demographic.
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