William Grant & Sons brand Taboo has prepared a marketing campaign, dubbed 'National Best Mates Week', which is scheduled to run between 17-23 July.
Vodka-based brand Taboo, which is distributed in the UK by First Drinks Brands, is focusing its efforts on the brand's heartland in the north-east of England. Promotions include radio station ads, online competitions, street theatre, consumer sampling, Best Mates 'party kits' and mobile phone charms.
First Drinks' brand manager Nick Morton Nick Morton said: "Taboo is enjoying a strong revival, with the recent launch of Taboo Blue already selling at 50% of the rate of Taboo Original and helping to attract new consumers into the brand."

The campaign is intended to celebrate the importance of good friends and appeal directly to the brand's target audience of 18 to 24-year-old females.