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X-citing: X-Rated Fusion Liqueur |
ITALY. Campari International has chosen Swiss travel retailer Dufry to launch its newly acquired X-Rated Fusion Liqueur. The first-ever promotion for the brand in the travel retail market is taking place at the operator’s Basel Airport store, for one month.
Revealing the news exclusively to The Moodie Report, Campari International Global Duty Free Manager Virginie Marquet enthused: “It’s the first promotion in the [travel retail] market for X-Rated and we are very excited about it. We are looking forward to receiving the consumers’ reactions.”
She added: “In April, we are going to run a bigger promotion in Tenerife with Dufry as well.”
Below, Campari International sets out its 2008 strategy for X-Rated Fusion Liqueur:
Launch in European duty free
Explained Marquet: “We are going to list and launch X-Rated at key airports. In order to support the brand we will run several promotions with hostess activity and gwps. We have just started the first-ever promotion and launch on the market in Basel, from 11 February to 16 March (see picture slideshow below for full coverage of Dufry’s promotion).
“This is going particularly well due to St Valentine’s day and Women’s Day on 8 March; X-Rated is particularly recommended for special seasons like these.
“Furthermore, we will run another promotion in Tenerife in April. From May until the end of June we will also have an amazing promotion in Nice.
“We’ll be able to give our brand more visibility and exposure by decorating the main Dufry shop in Schengen T2 with posters and POS material like the so cute X-Rated Shoe Chair. In this way we will have the ‘X-traordinary’ chance to benefit from the two most important events of the year in the French Riviera, the Monte Carlo Formula 1 and the Cannes Film Festival,” she continued.
The whole month of June will be focused on a tasting promotion with a dedicated hostess. A number of promotions throughout the year are also planned in Milan Malpensa Airport, added Marquet.
Target consumers
In a nutshell, X-Rated Fusion Liqueur is marketed to women who enjoy the cult TV series “Sex and the City”. Marquet said: “X-Rated aims to catch the independent-minded woman, aged 22 to 35. It is for women who are – or aspire to be – upscale, who like to enjoy a drink with their girlfriends after work while staying in control.”
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“It’s the first promotion in the [travel retail] market for X-Rated and we are very excited about it. We are looking forward to receiving the consumers’ reactions“ |
Virginie Marquet Global Duty Free Manager Campari International |
Cocktail tastings
“Our promoters will offer passengers a tasting of X-Rated,” said Marquet. “The best way to enjoy it is just on the rocks, although it tastes ‘X-traordinary’ with mixers like Champagne and vanilla vodka.”
POS and gwps
To decorate the promotion area, Campari International is using the very pink and shoe-shaped X-Rated Shoe Chair (see picture slideshow above) as well as banners.
As gwps, the company offers a branded X-Rated lip gloss with the purchase of one bottle, and can also provide an extra gift consisting of a metal foldable X-Rated mirror which can be customised.
Message to consumers
“We want to emphasise the ‘X’ in our communications with consumers in order to get the X-Rated image stuck in their minds,” said Marquet.
“X-Rated Fusion Liqueur is the X-quisite new drink now coming to X-clusive duty free shops in Europe. It is an X-citing fusion of ultra-premium vodka and blood orange, mingled with mango and passion fruit. X-cellent over ice, it tastes X-traordinary in cocktails!” she laughed.
“X-actly,” you could say.
About X-Rated Fusion Liqueur
X-Rated Fusion Liqueur is described as an exotic fusion of ultra-premium French vodka and blood oranges from Provence, fused with mango and passion fruit, and was voted “Best New Spirit” in 2006 by Market Watch.
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Louis Chow joins Campari in Asia role – 18/02/08
Campari tells of fairytale launch – 26/11/07
Buoyant Campari keeps up positive momentum – 09/11/07
Gruppo Campari strengthens US position with US$40 million X-Rated acquisition – 19/07/07
