Suntory Australia launches new 'Midori Best Mixed With Summer' campaign via Integer
Suntory Australia has launched a new campaign, communicating that its Midori product is the perfect drink for any summer occasion. The campaign focuses on the fun of Summer. With the tagline, "Midori Best Mixed With Summer" (BMWS), the campaign sets out to position Midori as a refreshing, vibrant summer drink that goes perfectly with every occasion via Integer Australia and digital agency Reborn.The four executions mix Midori with summer - putting on your short shorts, getting sand in your cossie and enjoying scorching evenings. The fun cheeky headlines give the brand a new tone of voice to appeal to the core target market of 18-24 year old females.
The campaigns colour palette also reflects summer and incorporates the tones of our sunburnt country.
The tagline alone - "Best Mixed With Summer" immediately conveys Midori as a versatile drink.The Midori YouTube channel featuring seven instructional videos of "how to best mix" Midori cocktails developed by Midori's Global Brand Ambassador Manuel Terron further reinforces Midori's drink versatility.
The YouTube site also includes a stylish video showing the behind the scenes photography shoot, which uses Van She's latest hit - Idea of Happinessas the soundtrack.
The BMWS campaign launches on October 8, 2012 with a media spend of over $1.5 million across a range of channels, including outdoor, print, digital and behind the
scenes video
content. There will also be a multitude of summer promotions running
both in retail (bottle shops) and on premise (bars & clubs).The BMWS campaign is fresh, youthful, exciting, contemporary, vibrant, and most of all fun - showcasing Midori as perfect for any summer occasion.
Client: Suntory Australia
Creative agency: Integer Australia
Media: Zenith Optimedia
Digital agency: Reborn
oh dear. oh dear, oh dear.
I remember that old formula.
Given what I've observed about Midori drinkers, that first headline should be:
"Best mixed with fingers in your panties"
That is truly awful, who would conceive, produce and more to the point approve work like this.
I don't mind that is has no idea, I mind that it has been produced in a Doofus vacuum.
It works for the target market.
ugly art direction
@lee That's why Midoori is at the forefront of liqour consumption in its target market.
You are diluded.