More on Allied Domecq's holiday spend

More on Allied Domecq's plans to increase the holiday marketing spending by 20% over the previous year, to support the roll-out of brand campaigns for the holidays. We had already detailed the record Kahlua holiday spend: (10/27 TVBR Daily Epaper #210).

The holiday sales season, from Thanksgiving through New Years, is a critical time for the spirits industry, representing nearly 50% of sales for entire year. The launch of new multi-million dollar TV campaign from Kahlua; the introduction of new TV spots from Malibu Caribbean rum; and the recently announced "Frozen" ads from Stolichnaya, encompass the bulk of the Allied Domecq effort.

Kahlua is launching its largest-ever television campaign aimed at showing millions of Americans how to make every day life less ordinary. Backed by a budget approaching 10 million, the TV spot depicts exotic variations of ordinary events from the lives of Kahlua's target consumers, and culminates with a woman enjoying a splash of Kahlua. The ads kicked off in early November on national cable and local spot TV on shows such as Desperate Housewives, CSI, Trading Spaces, Alias and Nip/Tuck.

Malibu rum will increase its marketing efforts over the holidays with national cable featuring two TV spots entitled, "Melon" and "Bus." While the "Bus" spot launched 5/04 on national cable, "Melon" will debut this holiday season in the US. Both ads represent Malibu's "Seriously Easy Going" campaign and demonstrate how Malibu's easygoing spirit can help consumers take a break, loosen up and have fun with friends. The spots are scheduled to run on BET, E!, FX, Spike, Style and USA.

Stolichnaya recently launched its new fully integrated "Frozen" effoert, set to drive more than 445 million consumer impressions through print and radio, as well as promotions. This campaign was developed to actively remind consumers that Stoli genuine Russian vodka is brought to its highest quality and flavor when chilled to the freezing point. Print ads will be found in national magazines such as FHM, Maxim and Playboy. In addition, out-of-home ads will appear on billboards, kiosks and bus shelters in major metros. :60 radio ads will complement in the same major markets and further the concept of going to extremes to enjoy Stoli.

Also helping to drive consumer awareness and purchase decisions off-premise this holiday season, Allied Domecq is offering festive value-added packaging and POP displays for Beefeater, Canadian Club, Carolans Irish Cream, Courvoisier, Kahlua, Sauza, Stolichnaya and WET by Beefeater. Publicis Worldwide is Allied Domecq's AOR.