TITLE

Domecq seeks men for Midori via ad push

AUTHOR(S)
Arndorfer, James B.
PUB. DATE
March 1999
SOURCE
Advertising Age;3/15/1999, Vol. 70 Issue 11, p22
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article presents information on the campaign for Midori melon liqueur of Allied Domecq Spirits USA. The print and outdoor effort shows drinks made with the liqueur such as the Midori martini or Midori margarita and runs with the tag Midori Lights It Up. Sales of the liqueur grew 6% to 90,000 cases in 1997. The marketer hopes to build on that success by broadening its target demographic from young women to men. The advertisement focus on traditional cocktails like the martini to demonstrate that Midori can be used in beverages beyond fruity, more feminine mixed drinks.
ACCESSION #
1662810

 

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