Global supplier Diageo has flexed its brand muscles for consumers, hoping to tune in to the Father’s Day focus to increase awareness of its world-class Scotch and rum portfolio.
Inspired by researchâ‚Â showing Australians spend less than half on their dads as they do for Mother’s Day, Diageo has been activating its ‘Dads Deserve Better Scotch Whisky’ campaign, with in-store marketing material and gifting options.
“We aim to challenge this practice with our FatherÊ¼s Day campaign, by providing consumers with a range of convenient gifting options and delivering strong results for retailers,” said Diageo Australia marketing director, Matt Bruhn.
Built on the premise that rum and whisky are very suitable Father’s Day gifts, the campaign has focused on driving awareness of the Johnnie Walker Scotch Whisky family, Talisker Single Malt Scotch Whisky, and Dimple Scotch Whisky, as well as AustraliaÊ¼s most popular rum brandâ‚‚ Bundaberg Rum.
“Now is the time for retailers to capitalise on Diageo AustraliaÊ¼s position as a leader in both the rum and Scotch Whisky categories,” added Bruhn.
Promotional materials have included premium drinking glasses for Johnnie Walker Black and Gold Label Reserve, limited edition Johnnie Walker in-store displays, “hint cards” for dads to pass on, and bonus gift cards with purchases.
Bundaberg material included gift boxes and neck tags for Bundaberg Select Vat rum and Bundaberg Distillers No.3 rum, highlighting these premium liquids as the perfect gift for dads who are loyal rum fans.
1. IBISWorld Press Release – Mother's Day spending forecast to grow in 2013 – 29 April 2013
2. Holding a 85.2 per cent value and 90.8 per cent volume share (Aztec MAT. March 2013)