Allied Domecq Spirits and Wine has hired Leadbetter PR to support
its marketing campaign for sherry brand Harveys Bristol Cream in the US,
Canada, Scandinavia, Ireland and the UK.
As part of the campaign, which is targeting an audience of over-35s,
Leadbetter will also promote the Harveys website in the UK. The campaign
is designed to persuade consumers to drink sherry with ice.
Account director Charlie Sale said the drink’s traditional consumers
were over 50, and the campaign would contemporise its image. She added
that Leadbetter would be responsible for assessing all the PR activity
and coverage for the campaign, reporting back to Allied Domecq.
Leadbetter will work with Swedish agency Pirho, promoting a series of
concerts sponsored by Harveys, which begin on 21 March in Helsinki.
Alcohol advertising is banned in Sweden and restricted in other
Scandinavian countries, meaning that PR and promotions play a heightened