Cider Maker Westons is Setting Up Mistletoe Inside of UK Pubs
Laura McQuarrie — December 5, 2017 — Marketing
References: barmagazine
To play up the fact that mistletoe commonly grows in orchards—especially around Christmastime—Westons Cider is launching the Mistletoe Moments campaign, which involves setting up "kissing spots" inside of UK pubs featuring bunches of the plant sourced from Mortimer's Orchard apple trees.
As well as placing mistletoe in 50 bars and pubs, Westons Cider is also giving away bunches of the plant to consumers who purchase a pint of the cider, aiming "to reinforce the brand’s authenticity and provenance" and build a relationship with consumers who are new to the product.
The Mistletoe Moments campaign for Mortimer’s Orchard aims to target consumers between the ages of 25 to 35 and inspire the generation of social media content with the #MortimersMistletoe hashtag.
As well as placing mistletoe in 50 bars and pubs, Westons Cider is also giving away bunches of the plant to consumers who purchase a pint of the cider, aiming "to reinforce the brand’s authenticity and provenance" and build a relationship with consumers who are new to the product.
The Mistletoe Moments campaign for Mortimer’s Orchard aims to target consumers between the ages of 25 to 35 and inspire the generation of social media content with the #MortimersMistletoe hashtag.
Trend Themes
1. In-bar Kissing Campaigns - Brand campaigns with a focus on creating kissing spots inside of bars and pubs to attract consumers and build relationships with them.
2. Authenticity and Provenance - Brands are focusing on showcasing the authenticity and provenance of their products to build relationships with consumers.
3. Social Media Engagement - Using social media to engage consumers and inspire them to produce user-generated content featuring the brand’s product or campaign hashtag.
Industry Implications
1. Alcoholic Beverages - Brands in the alcoholic beverage industry can use in-bar kissing campaigns or showcase their authenticity and provenance to build relationships with consumers.
2. Hospitality - Hospitality businesses can partner with brands and host in-bar kissing campaigns or incorporate mistletoe to attract consumers during the holiday season.
3. Marketing and Advertising - Marketing and advertising agencies can assist brands in creating campaigns that focus on creating in-bar kissing spots, highlighting authenticity and provenance of products, or enhancing social media engagement.
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