Allied Domecq’s sherry brand Harveys Bristol Cream, is to receive a PR
boost with a campaign designed to broaden its ‘wedding and funerals’
The drinks giant hired Kable Public Relations last week to run the 12-
month programme after a two-way shoot out against The Red Consultancy.
The campaign aims to encourage 35 to 40 year olds, and the older ‘grey’
market, to make Harveys Bristol Cream an ‘any occasion’ drink.
Kable is planning radio promotions, an interactive roadshow and targeted
advertorials in the over-50s press.
Agency director Debbie Sands said the brand’s drinkers are low
‘They drink a glass or two a year at weddings, funerals or when having
tea with Auntie Ethel instead of drinking it on its own, in their own
time,’ said Sands. ‘We want to make Harveys into a friend rather than an
acquaintance,’ he added.
The public relations campaign will tie in closely to an advertising
drive to be launched by Saatchi & Saatchi later this year.
Harveys Bristol Cream is the brand leader with a 26.5 per cent share of
the UK sherry market. (Datamonitor).