Blog: Paint job
Chris Brook-Carter | 16 October 2003
One of the more interesting concepts has been a switch from just sponsoring someone else's event to hosting your own. Smirnoff has gone down this root with the Smirnoff Experience, a range of dance events round the globe. Back here in the UK, Carling has been extremely successful in allying itself to the music scene, by hosting a range of rock and pop concerts and sponsoring spaces on the London Underground, for licensed buskers to perform in.
This direction is an expensive route to take of course and one alternative is the growing use of guerrilla advertising. That said there was a good piece in today's Sun newspaper about one such campaign backfiring.
According to the report, Smirnoff has placed ad slogans on the walls of a busy underpass in the city of Leeds, much to the chagrin of city councillors trying to stop youths from daubing graffiti.
An artist working for the firm used steam jets and stencils to create funky catchphrases plugging Smirnoff Ice amid the inner ring road tunnel's grime.
However, Leeds City Council has branded the slogans graffiti and condemned Smirnoff's actions as "sheer vandalism". They said the whole underpass will have to be shut for cleaning -and vowed to hand the company a bill for thousands of pounds.
Diageo, Smirnoff's owner has apparently apologised, claimed no law was broken and said they intend to clean the tunnel once the campaign ends.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Analysis - Remy's Cognac "dead-cat bounce"
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Diageo's future brighter than present suggests
- Diageo's Q1 Results by Region
- Moët Hennessy unveils first Travel Retail outlet
- United Spirits sees Q1 net loss
- Beam Suntory, Edrington part ways in Travel Retail
- Diageo puts Beckham centre stage in Haig Club ad
- Smirnoff Ice gets India launch