The latest ad campaign for Sourz liqueurs celebrates how consumers enjoy it as a shot on a big night out.
The ad, part of the brand’s biggest-ever through-the-line campaign, follows a group of young people from pre-party drinks in an apartment to the end of a night in a club, using the latest CGI technology.
Sourz is seen at the heart of the group occasion, with the tagline “This is Our Shot”, designed to appeal to the generation of FOMO and YOLO – “fear of missing out” and “you only live once”.
Launching this week, the ad will be aired until the end of this year. It coincides with a partnership with music video streaming site Vevo, which will see Sourz sponsor a playlist of the latest tracks each week.
A competition in partnership with Vevo will offer the prize of a year’s supply of monthly gig tickets for one winner and a friend. Other prizes include music accessories, gadgets and vouchers.
Emma Heath, marketing controller for Sourz at distributor Maxxium UK, said: “This is a really exciting time for the brand as we bring our marketing focus towards enjoying Sourz as a shot.
“It’s set to be our biggest activity yet in the UK and our new TV ad marks the start of a whole new era, as we seek to build a stronger emotional connection with our core consumers and bring to life the importance of living in the moment and making the most of good times with friends.
“Our partnership with Vevo will also ensure we engage directly with our consumers in the digital space where they spend a lot of their time. This platform takes us straight to their territory with the campaign expected to generate over 60million online impressions.
“It’s been another great year for Sourz with our summer MTV partnership, the launch of Sourz Mango and the launch of our new limited-edition Sourz Toffee Apple set to hit the trade soon.
“This end-of-year through-the-line push will ensure we remain front of mind for consumers in the all-important winter party season.”
In addition to the Vevo partnership, the ad will run across high-profile TV slots, video on demand and Spotify from October through to December.
Maxxium UK’s investment in the Sourz brand has spanned both single-serve and mixed drink occasions. With an ABV of 15%, flavours include Sourz Apple, Sourz Mango, Sourz Raspberry, Sourz Cherry, Sourz Blackcurrant and Sourz Tropical.
