Molson Coors launches Animée campaign for 'crucial' female market

Animée: Molson Coors unveils campaign aimed at female beer-drinkers
Animée: Molson Coors unveils campaign aimed at female beer-drinkers

Molson Coors, the beer company and distributor behind Grolsch and Carling, has launched a below-the-line marketing drive for its Animée brand, said to target the "crucial" female sector, with sampling activity across supermarkets and a partnership with hair salon brand Toni & Guy.

The brand launched in July last year as the brewer's first lager to specifically target female consumers. It is available in three varieties – standard, rosé and citrus.

Molson Coors has launched a 15-week experiential campaign created by Sense Marketing, to run alongside a four-week sampling campaign in Tesco stores across London, the South-East and the Midlands. This activity will then run in Morrison's stores in the same regions.

The activity uses the brand messaging, 'Hurray For Animée'. The experiential campaign will involve up to 400 bars across the UK being given Animée-themed makeovers, while digital work includes a new brand Facebook page.

Molson Coors has also partnered with hair salon brand Toni & Guy, to run the sampling campaign across 100 salons.

Kristy McCready, communications partner at Molson Coors, said: "The female market is crucial to the long term health of the UK beer industry. Animée is intended to repair beer's reputation among women by being sophisticated and feminine, without being patronising.

"This sampling gives us a great opportunity to introduce thousands of women to the fresh taste of Animée.

"The campaign has been planned brilliantly to ensure that we reach the right women, at the right time."

Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES

0
SHARES
Comment

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs
Thousands of jobs across advertising, creative, marketing and media
  • Marketing Manager Up to £30,000 per annum Alexandra Palace Trading, London (Central), London (Greater)
  • Digital Operations Executive £25,000 to £28,000 Tottenham Hotspur Football Club, London (Greater)
  • Head of Marketing Up to £55,000 + Car Allowance + Bonus + Private Health Care sk:n Clinics, Edgbaston, Birmingham, West Midlands

Just published

Feel you're missing out?

GET THE
BRANDREPUBLIC
BULLETINS
Sign up

The Wall Blog

From our partners

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Brian Cooper

3 great ads I had nothing to do with: Catherine Kehoe

3 great ads I had nothing to do with: Catherine Kehoe

A day in the life of Jozef Wallis

A day in the life of Jozef Wallis

A day in the life of Arthur Kay

A day in the life of Arthur Kay

A day in the life of Daniel Kaplansky

A day in the life of Daniel Kaplansky

Have an exciting Christmas in EC1

Have an exciting Christmas in EC1