Maxxium to position Bols as ‘celeb drink’

Maxxium liqueur Bols is set to use sponsorship and a Bols-themed redesign of a well-known London hotel as a media platform to position it as a celebrity drink.

A consumer PR campaign, which coincides with the October bottle and label relaunch, will recruit celebrities to redesign rooms in the hotel along specific colour themes in an attempt to attract mainstream media attention.

Women’s celebrity magazines such as OK! and Hello! will be among the target titles of the campaign, said Maxxium senior marketing manager Eileen Livingston, because women, who form a high proportion of Bols drinkers, ‘are always interested in what celebrities are drinking and what they should be drinking’.

She added that the hotel sponsorship would be a viable media platform from which to launch promotions, such as romantic weekend giveaways for Valentine’s Day.

Livingston said that a range of different media promotions will be created because the 27 variants of Bols appeal to several distinct target markets, including its traditional base of over-50-year-old women.

She added that the bulk of the brand’s drinkers are 18 to 35-year-olds of both sexes.

Henry’s House has been hired to handle both consumer and trade PR with a budget of more than £150,000. Livingston said this represents Maxxium’s first major PR investment in the brand and follows a pitch against Weber Shandwick and incumbent PR consultant Su-Lin Ong.

The Bols redesign seeks to link the brand more closely with its theme of ‘lust for life’, while associating it with the product’s 400-year-old Dutch heritage.

Bols competes with liqueurs Marie Brizard and market leader De Kuyper.

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