UK: Blackthorn gears up for sporting campaign

By just-drinks.com editorial team | 14 July 2008

Gaymer Cider Company is to invest GBP1.2m (US$2.4m) in a through-the-line marketing campaign for its Blackthorn cider brand in the UK, upping the product's presence in sport in the south-west.

The 'Loving Sport in Blackthorn Country' campaign includes regional print, radio and outdoor advertising, and plays on sporting humour and language to bring the brand to life and drive home the sports associa)tion, the Constellation-owned company said today (14 July.

The campaign also includes high profile sponsorships of some of the south-west's favourite sports teams and a PR campaign supporting sports in the region, including skittles.

"Blackthorn's target consumers are down-to-earth blokes with traditional values, and sport is an integral part of their lives," said John Mills, managing director of Gaymer. "Our latest campaign aims to integrate the brand into the heart of the community through sport, making Blackthorn synonymous with sport in the south-west, while firmly establishing the region as 'Blackthorn country'."

The marketing campaign is expected to strengthen Blackthorn's dominant position in the area, the company said.

Sectors: Beer & cider

Companies: Constellation