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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Fast Web Media has helped Molson Coors Brewing Company with the launch of their new beer brand by building a new website for the company.
Animée is a light, low calorie beer aimed at women in the 18-35 age bracket, and it is being promoted in the build-up to Christmas with a nationwide tour and online competition.
The Hurray for Animée sampling tour will visit offices around the country, while users can log on to the Fast Web Media-created website to win prizes.
All they have to do is tell Animée their ‘Hurray for Today‘ moment and they could win 1 of 5 Animée Party Kits worth over £100.
Fast Web Media built the site to function as both a mechanism for the competition and a means to promote the new beer, putting across its unique brand message.
The site features information on Animée Beer, a gallery of photos from the Hurray for Animée national tour and a map with outlets from which the beer can be bought.
Molson Coors has launched the first advertising for Animée, the new beer it is targeting at women.
The outdoor campaign, created by VCCP Blue, is part of a £2m investment in marketing the brand. The ads aim to dispel the perception among women that all beers look and taste the same.
Under the tagline, “Hurray for Animée”, the ads feature photography by German fashion photographer Norbert Schoerner.
Kristy McCready, Molson Coors’ communications partner, said the campaign was “feminine and sophisticated”.
She added: ‘Animée is the result of an extensive research programme that looked at why women in Britain aren’t reaching for beer. The result is a new beer unlike others in the category, which we hope will break down these barriers.’
To read the full article, visit Marketing Magazine.
Molson Coors is working with a “small number” of pub chains to launch its female-friendly Animée beer brand, and Carling Chrome.
The new brands, launched last week, will be in pub outlets from 22 August — although details of the pub chains stocking the products are currently under wraps.
Molson Coors chief executive Mark Hunter admitted “we are prepared to fail” with the new launches, but said the category urgently needs the boost the innovation will bring.
The company aims to re-invigorate the beer category and return the sector to growth by 2020.
To read the full article, visit Morning Advertiser.
Molson Coors are aiming to work its way into the untapped female beer market with the launch of Animée.
The ‘light, sparkling, finely filtered beer’ will launch in early Autumn and comes in three variants – clear filtered, crisp rose and zesty lemon.
More than two years of product development and testing have been invested in Animée following Molson Coors research which says that only 17% if its beer sales were to females.
Molson Coors communications partner, Kristy McCready said: “Women are an essential part of future growth for the beer industry and can no longer be ignored.
“We need to repair the reputation of beer among women by launching products that meet their needs.
“Currently 79 per cent of women in the UK never or rarely drink beer, only accepting to drink beer on a small number of occasions.
“At Molson Coors, we have put a lot of time into finding out why women aren’t drinking beer, conducting an insight programme with more than 30,000 women, and what would make them change their minds.
Animée is the end product of the BitterSweet Partnership set up by Molson Coors in 2009 to ‘remove the gender imbalance that exists around beer consumption’.
A £2 million advertising campaign will begin in September to promote the launch of Animée.