Pernod promotes the Christmas spirit

Pernod Ricard UK is advertising in multiple grocers' consumer magazines to support its spirits portfolio in the run-up to Christmas.

There will be ads in


published by Tesco, Sainsbury's, Asda, Waitrose, Morrisons and Musgrave

that will showcase the company's gift box range.

These will be followed by

footage on Tesco's website that feature easy-to-follow demonstrations on creating Christmas cocktails.

The demos will

have direct links to place all the ingredients for the drinks into the visitor's online shopping basket.

The campaign aims to solve what Pernod calls "the two great drinks dilemmas at Christmas" - what to buy your loved ones as a perfect present, and what drinks to serve over the festive period.

Dan Reuby, the company's head of marketing for spirits, said: "At Christmas, consumers face a tough time trying to buy spirits that are not part of their usual repertoire. This campaign is designed to educate and guide them whether they're investing in a special bottle to sit under the tree or a warming cocktail to sip by the fire."

Pernod has also upped the stakes in its responsible drinking push by stopping any of its subsidiaries from using nudity in their advertising, or associating alcohol and motor sports. An in-house approval committee will be set up to oversee all advertising campaigns for Pernod's international brands.