Molson Coors, the beer company and distributor behind Grolsch and Carling, has launched an online marketing drive for its newly formed Animée brand which includes, amongst other initiatives, a new Facebook page aimed at attracting the “crucial” female sector.
The page includes a wall where the brand welcomes discussions and comments from customers and Facebook users. It has also posted regarding the dresses worn at this week’s Oscars – an attempt to engage with its female customers. Added to this, there is also information on their female orientated beer as well as an image gallery showcasing their three product flavours: Clear Filtered, Zesty Lemon and Crisp Rosé.
The brand launched in July 2011 and is the brewer’s first expansion into the female lager market. They are also running a number of offline promotions such as sampling activity across Tesco and Morrisons supermarkets and Toni&Guy hair salons as well as a number of participating bars getting an ‘Animée’ themed makeover .
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