Pernod Ricard-controlled Ceder’s is looking to capitalise on consumers’ aversion to alcohol in January with a worldwide marketing activation.
The campaign, ‘January, It’s Anything But Dry’, centres around a TV ad for the zero-ABV spirit that debuts this week. Kicking off in the Netherlands, the spot will be backed by “targeted digital campaigns” elsewhere, starting with Canada.
Coinciding with the ad, Ceder’s has pledged to donate 1% of its sales to non-profit organisation 1% for the Planet, set up to fund environmental efforts.
Pernod Ricard acquired a majority stake in South Africa-based Ceder’s two years ago. The brand takes its name from the Cederberg Mountains in the country, which is the source for several of its 15 botanicals.
Late last year, the group partnered its The Absolut Co division with Ardagh Glass Packaging to support the construction of a hydrogen-fired furnace in Sweden. Once operational, the facility will reduce Absolut’s carbon footprint from its glass usage by 20%.
Why consumers are looking for action, not words, in sustainability – Consumer Intel
