Read All Over - marketing of Alize Red Passion liqueur - Statistical Data Included

Brandweek, Sept 27, 1999 by Theresa Howard

ALIZE RED PASSION'S PR PRIMES PAPARAZZI PUMP

Executing a stealth campaign that can still make some noise in the spirits category is no easy task, particularly when the annual budget amounts to just $2.5 million and that must be shared with a sister brand. But after 10 years of guerrilla tactics behind its Alize gold brand, Kobrand was able to put all that experience to use with its first flavor extension, Alize Red Passion.

Since its launch about 18 months ago, the passion fruit liqueur infused with cranberry has come to represent fully half of sales of the Alize line, thanks mainly to targeted, effective and sometimes quirky on-premise promotions.

All of which happen to describe Alize Red Passion's most recent effort, Operation Redhead, a covert program that is less than subtle. Playing up the product's hue and the perceived passionate persona of redheads, Kobrand took to the streets with a unique campaign that is true to the brand and consumers with a sweeps that offers a chance to go red.

The program launched with a 5,000-piece direct mall campaign to Kobrand's proprietary database and discovered a "groundswell of enthusiasm" with consumers, according to Alize brand manager Lorraine Hale.

Alize teamed with mod hair color and cosmetic maker Manic Panic to find women who were willing to take on the bold adventures of being a redhead. The Soho company that has mixed colors for Cyndi Lauper and Marilyn Manson concocted a hair color remarkably close to the vibrant color of Red Passion and teased consumers with the chance for 250 winners to lead the lifestyle of a redhead simply by becoming one--provided theywin, of course.

Luring women to enter with copy that reads, "Is it really true what they say about redheads? That they're sexier, funnier, more daring, passionate and independent?" the entry form also poked fun at some starlets by asking whether Nicole Kidman, Gillian Anderson and Ginger Spice are "real or bottle redhead?"

With the help of Alize's public relations firm Cataldi, N.Y., Hale and her team first took to the streets of Harlem with a hair fashion show as part of the New York City neighborhood's month-long street fair celebrations, tapping into a demo crucial to Alize's success. Most recently the cognac-based liqueur sponsored Manic Panic's 22nd anniversary party at Life under the auspices, "Better Red than Dead." So far the efforts have garnered mentions in The Daily News, Time Out New York, The New York Post (on the coveted Page Six), Jane and Mademoiselle.

"We were able to have more fun and get a little aggressive in-market with celeb spokespersons," Hale said referring to Tina Louise, Shirley Manson and former B-52s singer Kate Pierson. "We have picked up good buzz in the gossip columns and in consumer press."

Throughout September and October a team of women in red wigs and red rubber dresses will cruise major markets such as New York, L.A., Miami, Chicago and Atlanta to make noise about the Alize Red Passion promo. Hip-hop artists Sean "Puffy" Combs' affinity for the brand also has helped raise the appeal of the brand.

As the promo ends next month, the models will be making the tour around New York talk shows as part of the streetside fanfare on The Today Show and Howard Stern. The promo will culminate next month at a New York hotspot where some of the 250 women will go red, amid the lights and cameras of the paparazzi, at least if Hale has her way. Alize is working with Pierson to emcee the event. Similar events will run around the country, depending on the winners' locales of the winners.

Before Operation Redhead, Alize Red Passion had pegged a handful of other underground programs throughout the year to drive hype around the brand. Earlier in the year, both gold and red Alizes sponsored a culinary mentorship in which a chef wannabe could win a month-long study program at France's legendary Le Cordon Bleu school, and a three-month apprenticeship with executive chef Michael Franklin of The Shark Bar. The panel of judges includes Esquire food writer John Mariani.

And earlier in the year the brand dangled a chance for a trip for two to Paris based on the on-premise program, "Seduce Your Lips." In that effort, Kobrand used Valentine's Day photo shoots to drive trial.