MARKETING MUSCLE

A round-up of the latest campaigns

Mateus Rosé

Mateus Rosé has invested £1.5m in a new TV advertising campaign for the summer. To drive home the rosé message, the ad features pink penguins and includes the return of the tagline: "Anyone can do cold and pink. No one does rosé like Mateus."

The campaign runs for six weeks from mid-June across Channel 4, ITV, London Granada, Scottish and Central.

Distributor First Drinks Brands hopes the advertising will generate brand awareness among its target audience of young female drinkers, and it is also investing in a series of sampling opportunities through the Channel 4 Taste Festivals in London, Bath, Birmingham and Edinburgh in June and July.

Magners

Magners has unveiled its advertising campaign for the summer with TV, outdoor, press and radio coverage.

The TV

commercial portrays lazy summer evenings in an apple orchard and by a waterside pub, and is backed by the Donovan song Sunshine Superman.

Outdoor posters feature the Magners pint bottle, glass and ice image with a new look and strapline: "A time to cool down."

Magners also ran an interactive radio campaign on Virgin Radio in May, with competitions running on air and online designed to reinforce Magners' "Time Dedicated To You" theme.

Heineken

Heineken has put £8.8m behind a TV advertising spend to reinforce its status as an imported brand. The brewer is placing its Continental roots at the heart of a campaign that includes the roll-out of a new dispense system for the beer, which can deliver a two-finger width head.

According to Heineken, lager with a head tastes fresher and more flavoursome, and this message will be emphasised through the TV ad, which aims to "challenge British attitudes". The ad includes the new strapline: "Heineken. Premium Continental Bier."

Cinema and outdoor poster advertising is also planned throughout the summer.