NEW YORK: In an effort to position its Ciroc vodka brand as the “official vodka of summer,” alcohol beverage company Diageo launched a branding initiative on July 9, encouraging consumers to celebrate summer Fridays.
“The concept is something no one had tried to own, and it fit well with the positioning of the brand,” said Andrea Sengara, senior brand manager for Ciroc.
The brand is leveraging Facebook as the main platform for consumer engagement. A Ciroc Summer Fridays fan page provides new weekly tips from experts including mixologist Elayne Duke, and some of Sean “Diddy” Combs' entourage like personal stylist Derek Roche and personal chef Jourdan Atkinson. In 2007, Combs entered a strategic relationship with the company where he directs marketing and shares in the profits.
Each week, the page will also cover hot spots in a new urban influential market that reaches the campaign's 25-34-year-old consumer target, explained Sengara.
A contest also tasks consumers to upload photos of themselves celebrating Summer Fridays at www.mysummerfridays.com, for a free Labor Day weekend in the Hamptons.
“One of the great things in the digital space is that you can track engagement with consumers,” she said. “From a longer-term perspective, I want to see from brand health studies that we do on regular basis that consumers see Ciroc as the best way to party this summer.”
The team, including AOR Taylor PR, will promote the initiative via “Summer Friday pop-up parties” at various consumer lifestyle publications' offices in New York City, for which the team will bring in a bar and mixologist to talk about brand. Tactics also include broadcast, digital, and print media relations, as well as an ad on Facebook leading consumers to the fan page.
Tammy Thompson, manager of corporate relations and brand PR, added that the team will likely reach out to its marketing partners to encourage them to offer employees time off on Fridays during the summer.