The distiller has ended TV support on Hispanic media for its Presidente and Don Pedro brands to save money and because it believes more focused media-chiefly outdoor and radio-will better reach its Mexican-American consumer target in major markets.
USING LOCAL MEDIA
"We feel we can do a more effective job by [using] local media," said Randy Stockdale, an Allied marketing director.
Mr. Stockdale said TV was too inaccurate and expensive to reach the brand's core audience in markets such as Arizona, California, Chicago, Colorado, New Mexico and Texas.
Allied has advertised on Telemundo for four years, he said. Telemundo was receptive to liquor ads long before other electronic media outlets.
Allied spent $92,100 on TV for Don Pedro in 1996, according to Competitive Media Reporting. The distiller backed Presidente with $120,000 in TV time in 1996, down 63.9% from the year-earlier period.
DON PEDRO SPENDING DROPPED
During the first three months of 1997, Allied spent only $7,400 on TV for Don Pedro, down 57.4% from the year-earlier period, according to CMR.
It spent only $500 on TV for Presidente.
Allied did plow $161,000 into radio advertising for its Cutty Sark blended Scotch whisky during the first quarter of 1997, according to CMR, and spent more than $500,000 on cable TV and radio for its Kahlua Mudslide liqueur.