Business Irish

Sunday 17 December 2017

Club campaign gets best bits

BRITVIC has launched a new digital campaign for its Club soft drinks brand. The "Best bits in the World" digital ad will be used to "remind consumers of the core product strengths that differentiate Club Orange from its competitors," the company says.

Club spokesman Sharon Yourell Lawlor said: "Club's new 'The Best Bits in the World' digital ad is part of a broader marketing campaign to make Club more appealing to our core target audience and is primarily aimed at 18-35-year-old males.

"We've recently refreshed the look and feel of the Club range to celebrate the citrus bits and juice that make Club Orange such a hit with consumers.

"Club has always been known for its quirky sense of humour and this latest ad is an intentionally tongue-in-cheek take on the fantastical world of Club Orange.


"We tested the ad extensively with both men and women in our target audience and it was well received by the vast majority," she said.

To gain a deeper insight to its core target audience, Club employed specialist qualitative-research agency Sparkqual, who developed a "unique research approach" specifically for Club.

The award-winning independent Irish-owned ad agency Chemistry is the creative force behind the Club ad. It was directed by the well-known commercial director Richie Smyth and Blinder was used as the production company.

Rum campaign

for Bacardi

BACARDI rum has launched its new global multimedia campaign, 'Bacardi Together'. The campaign is said to exemplify the brand's "long history of physically bringing people together".

It is hoped that 'Bacardi Together' addresses a growing concern that "in our increasingly fast-paced and technology-enabled lives people are spending less time getting together to enjoy friends and family".

Bacardi says it wants to remind consumers of the legal drinking age and of the importance of getting together in person.

Over the coming months, the campaign will be brought to life across print and out-of-home advertising, as well as through digital, public relations, experiential marketing and product sampling.

Market development manager for Bacardi, Tiernan O'Morain said: "The 'Bacardi Together' campaign is an instinctive territory for Bacardi because it has embodied the idea of togetherness since the brand's inception.

"We've reflected on the proud Latin heritage of Bacardi, based on its values of freedom, passion for life, and togetherness.

"The ambition of Bacardi is to remind people that real human connections are important. We want to encourage and facilitate people coming together to share and enjoy each other -- and a delicious Cuba Libre or Mojito."

'Inventions' was filmed in different locations across Argentina and directed by award-winning Irish director Johnny Green.

Creative wins brand projects

DESIGN and brand agency Creative Inc has won a number of international branding projects. It has just been appointed by the London School of Business and Finance to create a new international college brand called 'Inuni'.

The agency has recently completed the rebrand of European satellite and meteorological agency Eumetsat, based in Frankfurt. Creative Inc beat off competition from five other international agencies to secure the project. The company has also designed the band mark for a new gaming company, Swrve, based in San Francisco.

Recent account wins include Davy, CPL plc, National Crafts Gallery, Telegael and Donnellys.

BAI outlines funding decisions

THE BROADCASTING Authority of Ireland has announced funding decisions for the 2011 Special Schemes round of Sound & Vision II -- the Broadcasting Funding Scheme.

The Special Schemes round is designed to encourage the development of a particular theme or objective of the scheme.

A key requirement is that at least one additional public service non-governmental or private partner is contributing funds and expertise to the project. The Special Scheme "must incorporate distinct and substantial training and/or skills development," the BAI said.

Some €633,000 has been allocated, in principle, to three Irish-language projects which will result in the production of eight hours of television and three hours of radio by new Gaeltacht-based talent.

The resulting programmes will be broadcast on TG4 and Raidio na Gaeltachta respectively.

The training, development and mentoring aspect will be delivered by Greasan na Mean Skillnets, based in the Connemara Gaeltacht, and will provide direct programme development training to participants in the Irish language.

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