Campaign for Brandy de Jerez

Firm: Glaubicz Garwolinska Consultants -- Warsaw
Client: ICEX/Spanish Embassy/Fedejerez
Specialty Area: Brand Development
Date: 07/07/2004


ICEX/SPANISH EMBASSY/FEDEJEREZ


Glaubicz Garwolinska Consultants has been preparing PR campaign for ICEX (Instituto Español de Comercio Exterior), Spanish Embassy and Fedejerez (Federación de Bodegas del Marco de Jerez), the foundation representing producers of Brandy de Jerez. Due to the general ban of advertising of strong alcohol in media, preparing the PR campaign for Brandy de Jerez was a great challenge for us.

Starting situation:

- generally weak knowledge of brandy in Poland
- unknown brand of Brandy de Jerez

CHALLENGE:

The most important goal for us was:

- to widen awareness of Brandy de Jerez umbrella brand and six brandies in Poland,
- to create drinking Brandy de Jerez as a part of a lifestyle in Poland.

The project included three stages:

1st STAGE – LAUNCHING

At the beginning we carried out research of alcohol market in Poland. This knowledge was very helpful in preparation plan of PR campaign. Our target group were journalists, representatives of HoReCa (restaurants, hotels, sommeliers, bartenders etc.), consumers.

ACTIVITIES:

- series of tasting events titled „Spanish Evening”
- media relations: publications of press releases and sponsored articles in general and business media, media trip to Jerez
results: very interesting articles in press.

2nd STAGE – BRANDY DE JEREZ AS A PRODUCT OF JEREZ REGION - BUILDING AN AWARENESS AND THE LOYALTY TO BRANDY THE JEREZ UMBRELLA

We were presenting Brandy de Jerez as a product coming from Jerez region. We were promoting Spanish culture, tradition, music (flamenco dance), cuisine and of course alcohol as a special product of this region. Target groups: consumers, media.

Activities:

- photo exhibition – „My Brandy de Jerez” by Hanna Smolinska,
- series of tasting events titled „Andalusian Evening with Brandy de Jerez” in the biggest cities in Poland,
- Christmas Evening with Brandy de Jerez” in Palace on the Water in Lazienki Królewskie in Warsaw – party for HoReCa, opinion makers,
- series of free postcards „Brandy de Jerez – presents”, which were distributed in famous Warsaw restaurants, pubs, clubs and cafes,
- photo session of modern fashion in beautiful Andalusian landscape and in bodegas of Jerez region,
- media relations (press releases and sponsored articles in trade media),
- sponsorship – “Kisiel Awards” and “Man of the Year” – two very prestigious annual events in Poland organised by opinion maker weekly “Wprost” (among the winners were Polish Prime Minister and President).

3rd STAGE – BRANDY DE JEREZ AS A "PERFECT ALCOHOL" - STRENGTHENING OF AWARENESS AND LOYALTY TO BRANDY DE JEREZ UMBRELLA BRAND

We were presenting Brandy de Jerez as a “perfect product” with own history and traditional technology of production. Target groups: representatives of HoReCa and professionals – bartenders, sommeliers, trade associations and media.

Activities:

- series of professional tasting events titled „Brandy de Jerez – True Taste of Andalusia” in the biggest cities of Poland organised in co-operation with the Polish Sommeliers Association,
- in co-operation with the Polish Bartenders Association lectures and tasting of Brandy de Jerez for participants of professional training for bartenders organised by PBA,
- distribution of promotional materials sent out to over 1 000 places all over Poland (exclusive restaurants, cafes, pubs, hotels and alcohol shops, professionals),

- close co-operation with the TV Programme „Culinary journeys with Robert Maklowicz” (“Podróze kulinarne Roberta Maklowicza).
Result: series of three programmes about Andalusia and Jerez region, which were screened in Polish Public Television,

- publication of the Polish version of “Brandy de Jerez” book written by Carlos Marrodan Casas. Additionally Agency organised promotional event of the “Brandy de Jerez” book focused on media and professionals,
- media relations (press releases and sponsored articles in trade and general press),
- sponsorship – “Polskie Orly” (Polish Movie Awards a very prestigious annual competition for Polish movie) and the Saint Hubertus Run (charity event for Polish aristocracy organised in Buksza estate).


RESULT

In the end of PR campaign GGC ordered market research concerning knowledge of Brandy de Jerez in Poland (target group: HoReCa). According to results of this research (prepared by SMG/KRC Poland – the biggest Polish market research institute) 74% of respondents know brand Brandy de Jerez.
One fact was very interesting – 13% of respondents said that they know one of brandy - Gran Duque d’Alba despite that this alcohol was not present at the Polish market.