DOMECQ SEEKS MEN FOR MIDORI VIA AD PUSH: LIQUEUR PUTS $2.5 MILLION INTO NEW CAMPAIGN

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Allied Domecq Spirits USA is touting its Midori melon liqueur as the perfect mixer in the brand's first significant advertising in years.

The print and outdoor effort shows drinks made with the liqueur, such as the Midori martini or Midori margarita, and runs with the tag, "Midori lights it up."

Allied is spending about $2.5 million on the brand. New York shops Lois/EJL and Zenith Media Services are handling creative and media, respectively.

Allied has high hopes for Midori, which is small but has been posting significant growth.

Sales of the liqueur grew 6% to 90,000 cases in 1997, according to industry newsletter Impact.

NEEDS MORE MALE ATTENTION

The marketer hopes to build on that success by broadening its target demographic from young women to men. The new ads focus on traditional cocktails like the martini to demonstrate that Midori can be used in beverages beyond fruity, more "feminine" mixed drinks.

"We're not trying to make it a male drink," said Gregg Zegras, senior VP and account director for Lois. "We're just trying to say it's OK."

The ads are running in national editions of Rolling Stone, Spin and Vibe, as well as such women's magazines as Elle, Jane, Mademoiselle and Marie Claire. Midori will receive further support -- including local weeklies, postcards and

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