Maxxium UK’s melon liqueur brand Midori has embarked on a digital and PR campaign aimed at increasing brand growth, awareness and consumer trial.
Designed to broaden the appeal of Midori, the activity seeks to build audience awareness and create an emotional brand connection with 18-25 year old fashion and beauty conscious consumers.
The marketing push will be supported with media and influencer activity until March 2016.
To kick things off, the brand has launched its first UK-wide Twitter account and refreshed its existing social media platforms with new creative content, fan acquisition and interaction.
Nick Barker, Brand Manager – Liqueurs at Maxxium, said: “We’re really excited to be upping our digital game and re-establishing Midori’s position as a fun, young brand.
“Midori is driven by its fans and we want to continue to excite them and give them more opportunities to explore and enjoy the brand. By tapping into our core target’s interests and playing in their spaces, we want to strengthen fans’ emotional connection with Midori.”
