USA: Diageo's United Distillers & Vintners-Northeast Re-Launches T.G.I. Friday's Cocktails
"Since a consumer's eye only lingers on each product for three seconds or less, we needed a name and package that would clearly communicate T.G.I. Friday's® Blenders positioning as the fun and innovative cocktail," said Michelle Riley, associate brand manager with UDV NE for T.G.I. Friday's retail cocktails. "Research indicates that consumers are confused in the current liquor store environment. They are unsure as to which products are simply mixers, which include alcohol, how to make the drinks, and how many drinks are in each bottle."
To communicate the brand's key benefits, the re-designed packaging clearly states that `The liquor is in it' and `Just add ice and blend,' as well as the number of drinks per bottle, ensuring that consumers instantly know that T.G.I. Friday's Blenders, such as frozen Mudslides and Pina Coladas, include premium liquor.
UDV-NE, which licenses the T.G.I. Friday's brand name from the restaurant chain, is using the brand's Fun, Playful and Innovative Cocktail positioning and premium appeal to distinguish it from the competition. In addition to the new name and packaging, the brand will receive sampling event and radio advertising support throughout the course of the all-important summer season.
"We are excited about the re-launch of the branded cocktails with new packaging. We think this is a fresh and innovative look for the line and will help it maintain its position as the category leader in prepared cocktails", said Janna Markle, director of brand licensing for T.G.I. Friday's. "Friday's restaurants are known for their innovation in food and beverage," added Markle. "We are applying that same innovation to our retail products and in turn, the consumer response has been great."
As the category leader, T.G.I. Friday's® Blender Cocktails represent a significant opportunity for UDV-NE with the 21- to-34-year-old female market. The brand's advertising campaign, developed by Blue Dingo, actualizes the brand's fun and playful positioning, with ads entitled "Psychic Friend" and "T.G.I. Friday's Research Institute" and ad tag line that reads: "The fun has just begun."
T.G.I. Friday's® Cocktails are produced and distributed by UDV North America. UDV North America is a subsidiary of United Distillers and Vintners, the world's largest and most profitable spirits and wine company and a subsidiary of Diageo PLC, London.
UDV North America produces, imports and markets a range of premium brands, including such spirits as Malibu, Smirnoff Vodka, Jose Cuervo Tequila, Baileys Original Irish Cream, Gordon's Gin and Stolichnaya Vodka, and such leading wines as Beaulieu Vineyard and Glen Ellen.
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