Alize on Search-and-Hair-Dye Mission - Brief Article

Brandweek, June 21, 1999 by Theresa Howard

Alize Red Passion liqueur has found another cue for its distinctive hue with the launch of Operation Redhead, a sweepstakes that plays off the Kobrand product's bright color and bold attitude.

The on- and off-premise promo launching next month plays up the romance of the brand name and the presumed "sexier, funnier, more daring" lifestyle of redheads.

A direct mailer to some 4,000 to 5,000 female Alize customers invites them to "win a chance to become a passionately hot redhead" by answering such questions as, "Who is your all-time favorite redhead?" and "Real or bottle redhead? You be the judge."

"We have to make sure we are creating programs that speak to the fun and passion of the brand," said marketing manager Lorraine Hale. "Our consumers are going to be very jazzed about the whole idea."

The sweeps calls on celeb redheads such as Cyndi Lauper and Marilyn Manson to counsel women on the glamorous lifestyle changes they can expect from turning red. Some 250 winners will be able to "go red" with the unique color of Alize Red Passion via national hair-dying sessions. Working with mod cosmetics maker Manic Panic, N.Y., Alize developed a Red Passion dye that will be featured on models through various grass roots programs, via pr/promo shop Cataldi, N.Y

In August, for instance, Alize will sponsor a hair fashion show in New York's Harlem as part of the month-long Harlem Week. It's also looking to round up a team of Alize redheads to run in the upcoming New York City Marathon.

Red Passion, the first extension of gold-colored base brand Alize, is a similar cognac and passion fruit blend but adds peach and cranberry.