NEW YORK: Absolut Spirits has rounded out its marketing team with a new director of PR and events, and a director of consumer insights and planning.
Jeffrey Moran assumes the head PR role and Kate Pomeroy fills the latter position. Both Pomeroy and Moran report to Matthias Aeppli, VP of marketing.
Moran is responsible for brand and corporate PR, executive communications, trade/consumer events, and sponsorship for Absolut Spirits, liaising with Absolut's PR agencies Ketchum, Euro RSCG Magnet, and Cohn & Wolfe; advertising agency TBWA/Chiat/Day; and marketing agency Y&R/Brand Buzz.
Moran does not plan to have agency reviews. He began work at Absolut in January after leaving Masterfoods USA, where he oversaw its snack, food, and pet divisions as director of PR.
"I'm applying my [Masterfoods product] M&Ms mentality to Absolut," Moran said. "That brand was [iconic] for candy, and Absolut [helped] introduce vodka to the US."
Moran said that with Absolut's brand status, the marketing department has to work especially hard to avoid complacency. Absolut announced a new peach flavor in April, the company's seventh flavored vodka. It unveiled the product in three stages. First it held an exclusive tasting at New York City restaurant/club Butter in 2004 for long-lead magazines; then it conducted one-on-one interviews with the business and liquor trades in January; and it now plans to hold a party during the network television upfronts in May, hosted by an as-yet unnamed primetime star.
"Events are a really big deal for us, because the core equity of Absolut is enjoying our products while you're out," Moran said.