Domecq, a unit of Allied Domecq Spirits & Wine, plans to spend up to $2 million on the premium brandies over the next year, a substantial increase from recent support.
Domecq spent a combined $280,000 on the brands in 1996, down 31.5% from '95 spending, according to Competitive Media Reporting.
"They're trying to re-energize the brands," said Tony Dieste, president of Dieste & Partners, Dallas, which handles Don Pedro and Presidente.
The new Spanish-language campaigns represent a sharp break from previous efforts in terms of media, target audience and tone.
Until earlier this year, Domecq chiefly advertised the two brands on Spanish-language TV. The importer quit the medium after deciding it was too expensive and imprecise (AA, July 28).
Now, Domecq is supporting Presidente with radio, outdoor and print efforts focusing on five key markets: Chicago, Dallas, Houston, Los Angeles and San Francisco.
Domecq also will back Don Pedro with outdoor and print in those markets later this month.
After running broad-based campaigns, Domecq-like many other spirits and beer marketers-now is trying to target younger drinkers. New Presidente ads feature such youth-oriented images as young adults at a cookout and a band performing. The ads run with a new tag: "Mezcla contigo" ("Mixes with you").
Domecq is using humor in its Don Pedro ads, which inject color product shots