Member Article

Turn Key develops £1 million marketing campaign for Midori liqueur

Turn Key, the Leeds integrated marketing agency, is celebrating the launch of a £1 million campaign developed for iconic melon liqueur brand Midori.

The agency beat several others from across the country in a competitive pitch at the start of the year and was tasked with creating the concept, design and strategy for Midori’s first ever consumer-facing campaign.

Having previously worked with the brand on a campaign targeting bartenders and the drinks trade, Turn Key analysed research on the profile of Midori’s consumers, who choose the drink as a sophisticated option to enjoy with friends. This was then cross referenced with social demographics and sales figures from across the country to identify the best regions for the company to focus its advertising spend in order to increase sales.

The “My Midori” drive, which includes the tagline ‘discover your Midori’, encourages people to find their favourite way to enjoy the liqueur and to visit www.discovermidori.com for new ideas of how to use it in mixers and cocktails. Turn Key designed all visual aspects of the campaign, which will be seen on bus stops, posters and billboards across the North and South East of England, as well as in supermarkets, bars and online. It is set to run in two bursts, the first in August and the second in October 2013.

Nik Entwistle, managing director at Turn Key, said of the project: “It’s always exciting to work with clients in new ways and help elevate a brand to new heights. It’s a highly competitive market and so this wasn’t just about the creative alone, it was about understanding the sector and knowing the best regions and locations to place Midori’s advertising spend in order to produce the best return on investment. We’re confident that our strategic approach will help the client achieve that over the coming months.”

Catherine Meardon, European Brand Manager at Midori, commented: “It was great to work with an agency that understands the sector and our brand so well. We’re really pleased with the strategy it developed and how well the creative engaged with our consumers in testing so we’re sure the campaign will be a huge success.”

Formed in 2000 as a design agency, Turn Key has grown into an integrated organisation providing design, marketing and PR services to clients across the UK. Other alcohol brands the company has worked with include Wild Turkey, Metaxa, La Fée and Pusser’s Rum.

This was posted in Bdaily's Members' News section by David Gatehouse .