Seagram Spirits & Wine Group, New York, the week of April 3 launches the first print and outdoor ads for Margaritaville tequila. The campaign from Grey Advertising, New York, harks back to Jimmy Buffett's hit song about the legendary Margaritaville and bears the "No passport required'' tag. The first of the three ads is a postcard from Margaritaville, complete with palm trees, biplane and a beach scene. The ads appear in magazines including Entertainment Weekly, People
and Sports Illustrated
. Outdoor placements include Florida, where the product was launched in December, Texas and Georgia. Radio support, on air since December, continues. Suggested retail is $16 for a 750-milliliter bottle as Margaritaville goes up against Jose Cuervo and Sauza.
Copyright April 2000, Crain Communications Inc.