Taboo Vodka Drink Gets Makeover
The promotion is communicated on tent cards and posters, produced for outlets to drive purchase. Other marketing activities include competitions to give away tickets to see the sensational West End musical, Dirty Dancing, the ideal girls’ night out.
02/07/08 To support the launch of the new look, Taboo has invested in an exciting on and off-trade marketing campaign targeting female consumers, over the key summer trading period.
The Taboo Bedroom Floorfiller CD campaign, which rolls out in June, features iconic tracks from classic films such as Footloose and Top Gun, that are guaranteed to get people in the mood for a night out in the noughties.
Within the off-trade, the CDs will be attached to Taboo bottles through a special on-pack promotion in select stores across the UK. Supermarket giant, Asda, will be supporting the activity with DJs from in-store radio station Asda FM highlighting the promotion to shoppers.
In the on-trade, the CDs can be claimed upon collection of three vouchers – consumers will receive one voucher with every purchase of Taboo.
The promotion is communicated on tent cards and posters, produced for outlets to drive purchase. Other marketing activities include competitions to give away tickets to see the sensational West End musical, Dirty Dancing, the ideal girls’ night out.
“Taboo has developed from a popular speciality drink to one of the driving forces in the market. Its continued relevance to today’s consumer has been a key factor in its growth, particularly in the off-trade,” says Riana Gallagher, brand manager for Taboo at First Drinks Brands.
“The new look is reflective of Taboo’s contemporary and innovative outlook, while the Taboo Bedroom Floorfiller CDs are a fun and entertaining way of reaching our target market and commemorating the year Taboo was launched.
“We are confident both initiatives will appeal to our existing base of loyal consumers, who enjoy the tropical flavours and distinct taste, and reach out to a new market that is seeking alternative vodka-based refreshers this summer.”
Key modifications to the new bottle include an introduction of bold silver circles to the label. Taboo’s distinctive swirl is highlighted within the design in the colour of the variant; Original, Blue or Ruby.
The result is a contemporary look, which conveys the fun and lively image of Taboo. Serve indicators on the neck of the bottle also demonstrate to both consumers and the on-trade the mixability of Taboo, which can be served over ice, or with lemonade, in refreshing summer pitchers.
The packaging refresh demonstrates Taboo’s continued drive for innovation and its ability to evolve with the times by responding to trends and demands among consumers.
