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US: Daily's ups promo profile for cocktail mix, RTD stable

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Daily's is readying a promotional programme for its cocktail portfolio in the US.

The cocktail mix and pre-mixed cocktail brand will be the subject of a summer campaign in the country, targeted at upping sales of its single-serve 10oz pouches and multi-serve 1.75-litre bag-in-box products.

The programme, unveiled yesterday (7 May), includes consumer sweepstakes, magazine advertising, interactive, consumer sampling events and point-of-sales components. Leading the program is the 'Pick Up & Party' sweepstakes promotion in which consumers can enter for a chance to win a 2007 Ford Explorer Sport Trac. The sweepstakes will be promoted via print advertising in women's magazines, including Cosmopolitan and Vogue.

In addition, a Daily's banner ad on Yahoo and email blasts to targeted Daily's purchasers will drive consumers to Daily's microsite www.pickupandparty.com. Rounding out the program are consumer sampling events in select retail outlets and a range of POS materials from four-column rotating racks, case cards and case headers to posters and rebates.

"Our ready-to-drink products are perfect one stop solutions for consumers on the go this summer," said Tim Barr, Daily's marketing director. "To top it off, all of our products are made with all natural flavours for the freshest and best tasting ready-to-drink cocktails on the market today."

The Daily's range is produced by American Beverage Corporation, which itself is owned by Dutch food group Royal Wessanen.


Sectors: Spirits

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