Alizé, the French cognac-based spirits brand, has unveiled its 2010 brand activation campaign, combining experiential, social media and promotional elements
The campaign, designed by brand communications agency Cubo, is centred around eight Let’s SociAlizé parties and also includes a media partnership with OK! Magazine.
The campaign is designed to help bar managers and spirits buyers create more buzz around the Alizé brand, by showcasing the versatility of the five different drink variants to 20-26 year olds.
Alizé has also confirmed that Simon Webbe, from boy band Blue, will be making a celebrity guest appearance at club Panache, in Bristol, on September 17 as part of the campaign. Simon will be DJing at the club, as well as mingling with guests that night.
The Let’s SociAlizé nights will be led by three Alizé brand ambassadors, and an event manager, who will arrive in a branded Range Rover and sample at the various bars and clubs in each city. At each venue there will also be a branded wall in front of which customers will be photographed, with a selection of images used in three OK! Magazine advertorials in the party pages during the weeks following the activity.
If a customer orders any Alizé drink and registers with the team on the night, they’ll be entered in a national promotion to win a weekend in London staying at the Hoxton hotel, with £1,000 worth of vouchers and a personal shopping experience at Harvey Nichols, plus additional spending money.
To support the campaign, the Alizé Facebook page (facebook.com/alizeuk) will have a series of cocktail recipes, listings of all the parties, and also host all the photographs shot at the Let’s SociAlize events.
If fans tag themselves on the photos, they’ll also be entered into a prize draw. In the build up to the September and October events, those bars and clubs taking part in the activity will receive branded cocktail recipes, coasters and flyers to pre-promote the arrival of the Let’s SociAlizé teams.
Karen Fowler, Brand Manager for Alizé says: “The Let’s SociAlizé activation campaign really helps us bring the drinks to life. Our brand ambassador teams, and the supporting activity we have created, will show how Alizé can be incorporated into their lifestyles to create a refreshing and sophisticated drink for any party goer!” Fowler adds:
“We’re making sure bars and clubs are equipped to up-sell the brand in a way that fits with the lavish consumer lifestyle associated with Alizé’s upbeat, classy and colourful range of spirits.”
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