UK: Wood’s 100 toasts Black Tot Day
Wood's 100 Old Navy Rum, distributed in the UK by First Drinks Brands, is marking Black Tot Day with a campaign in the country to drive awareness in both the on- and off-trade.
Black Tot Day is a result of a centuries-old Royal Naval tradition of rum rations for sailors, which ended on 31 July, 1970 when the last ration was issued.
Reinforcing the brand's naval heritage, Wood's 100 is investing in a consumer awareness campaign which will include sampling activity and distribution of tot kits through the UK's bars, pubs and retail outlets.
The distiller is also rolling out a regional PR campaign targeting its audience of men aged 50and over living in naval towns. Activity includes sampling in Portsmouth, Plymouth and Chatham. Consumer competitions, a radio and web campaign will provide additional support for the brand.
Off-trade neck collars will promote the free limited edition tot glass offer, whilst on-trade ROS kits will be available to promote the kits to pub-goers.
Sarah Pace, marketing executive for Wood's 100, said: "Wood's 100 was one of the original tot rums consumed on board naval ships so Black Tot Day provides the ideal platform on which to help further drive trade sales."
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