We used Pernod Ricard’s ‘Conviviality’ platform to educate on and off trade media as to the potent sales opportunities. Campaign highlights focussed on ‘Media Moments of Conviviality’- from immersive brand press trips to The Glenlivet’s Scotland, London’s ‘Streets of Spain’ (journalists created bespoke Campo Viejo blends), to Jameson cocktail masterclasses led by trailblazing ambassadors from New York’s ‘Dead Rabbit’ Club, and Malibu’s #pimpedcolada bartender competition. Results saw blanket earned media and enhanced share of voice, leading to increased sales and distribution channels across the portfolio.

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