Eldorado Tonic Wine is ramping up its presence ahead of the Fifa World Cup with a new £8.99 price-marked 70cl pack, a limited-edition release themed around the tournament under the ‘No LD, No Party’ tagline.
A wide-ranging activity from May onwards are planned covering trade activation in wholesale, retail, out-of-home media, and consumer activations across social media plus partnerships with Scottish culture and football-related podcasts Reilly’s Gaff and Football Park Scotland.
Sold and marketed through award-winning Renfrewshire-based wholesaler JW Filshill’s subsidiary Differentiator Brands, Eldorado Tonic Wine’s summer campaign, with limited-edition, £8.99 price-marked 70cl packs are available now through Filshill and wholesalers CJ Lang, Bestway, United Wholesale (Scotland) and United Wholesale.
Kerr Mclaren, UK business development manager for Eldorado Tonic Wine, noted that the brand has bolstered its position in the convenience sector following a brand refresh and recently secured an exclusive UK-wide deal with 189 Asda Express stores for its 70cl and 35cl packs.
McLaren said: “Tonic wine is a mature and competitive market so Scotland qualifying for the World Cup represents a big opportunity to promote Eldorado to an audience that loves football, gets behind Scotland’s National Team and is excited about this summer’s tournament.
“The World Cup campaign also reaffirms our brand’s position as a champion of Scottish football, and we will have brand activation at the Scotland vs Curaçao friendly – our National Team’s last pre-World Cup game at Hampden Park on May 30. We will also have pitch-side advertising at Hampden for the Scottish Cup final on May 23.
“As the countdown to the World Cup starts in earnest and trade activation is implemented in wholesalers and convenience stores, our consumer campaign will ramp up with social media activity featuring our Eldorado brand ambassador Rory Barraclough, a young actor, presenter and content creator.
“Rory is a perfect fit for Eldorado Tonic Wine and his relaxed style focusing on Scottish banter and culture has proved a hit in our current social media interview series – targeting consumers of all ages in and around football grounds.
“Competitions in-store to win Eldorado merchandise such as bucket hats and beach balls enhance the personality of the brand as we push the ‘No LD, No Party’ campaign message, ramp up brand exposure and create a bit of disruption in the market.
“With our first-hand experience of what wholesalers and retailers need and expect from a brand, we are ideally placed to accelerate visibility of Eldorado in the Scottish market but also expand its reach south of the Border – the opportunity the World Cup presents further strengthens our brand proposition.”
Chris Miller, chief commercial officer at Differentiator Brands, added: “This is an exciting year for Eldorado Tonic Wine as we develop these innovative marketing initiatives to drive category growth, expand geographical distribution, and generate sales across the wholesale and retail channels.
“Our ‘No LD, No Party’ campaign is a prime example of how we plan to develop strategic collaborations and targeted trade, marketing and media activity to grow and develop Eldorado Tonic Wine in this World Cup year and beyond.”