MARKETING MUSCLE

A round-up of the latest campaigns

Gaymers

Gaymer Cider Company has thrown £4m behind Gaymers Original - the largest investment the company is making for any of its brands this year.

The outdoor and print campaign, which broke at the start of the month, continues to use the "As good as it gets" theme and strapline.

Gaymer Cider Company managing director John Mills said: "Encouraging consumers to increase the number of occasions they associate with Gaymers Original has always been at the heart of our communication, and we wanted this to come across in the advertising."

Bacardi

Bacardi has launched an advertising campaign for its top-selling rum as part of a £15m investment.

The first TV commercial is called "Assimilate" and features two figures dancing, one made up of Bacardi spirit and another from one of the brand's new suggested mixers, orange juice.

The advertising uses computer-generated images and film technology to create a series of figures that appear to be made of liquid.

Print and online marketing is supporting the TV advertising, while outdoor activity includes high-definition plasma screens at key city-centre locations, such as the London Underground.

Pernod

Pernod Ricard is investing £6m into a range of activity for Malibu throughout the summer.

A promotion to reward Malibu customers in 6,000 outlets kicked off in June, giving drinkers a game-card in exchange for buying the drink.

One in five game-cards reveals

a winning message and customers can hand their card to bar staff to claim an exclusive new bag.

Customers in managed pubs

must purchase

two Malibu drinks to receive a bag. Campaign promo kits include game-cards, posters, till-toppers, a dispenser, cocktail menus and a Malibu pitcher.