Pernod Ricard launches innovative Father's Day promotion
Pernod Ricard is offering shoppers the chance to add personalised Father’s Day messages to bottles of three of its bestselling whiskies.
It said Father’s Day is the second biggest event for sales in the whisky calendar after Christmas, and aims to capitalise by exploiting technology.
Shoppers buy gift boxes of Chivas Regal, Glenlivet or Aberlour and a sticker directs them to a new microsite, where they enter the barcode on the bottle and write the personalised message.
Pernod Ricard will then send them a personalised label which wraps around the bottle.
Customer marketing director Dan Reuby told OLN: “The three brands we are launching with are performing really well. Aberlour is up 12.5% in value and 6.4% in volume, Chivas Regal is up 9% in value and 6.1% in volume and Glenlivet is up 16% in value and 11.4% in volume.
“There’s a real momentum around those three and we want to ride on that wave.
“The site will run to August 15. Father’s Day is the big occasion but it will continue after that so it will be interesting to see how consumers use the site for other gifting opportunities.
“We will look to use it around other occasions like Christmas and roll it out across other brands. We believe it’s going to be successful.”
The supplier has also launched a Here’s to Father’s campaign that will provide POS around the three whiskies along with Ballantine’s and Cognac brand Martell to support retailers around the Father’s Day trading period.