Eldorado Tonic Wine is ramping up its presence ahead of the Fifa World Cup with a new £8.99 70cl pricemarked pack (PMP).
The new limited release is themed around the No LD, No Party tagline, with activity from May onwards covering trade activation in wholesale, retail, OOH media and consumer activations across social media, as well as partnerships with Scottish culture and top football-related podcasts.
Sold and marketed through Renfrewshire-based wholesaler JW Filshill’s subsidiary, Differentiator Brands, the summer campaign is available through Filshill and wholesalers CJ Lang, Bestway, United Wholesale (Scotland) and United Wholesale, marking the “biggest and most significant for the brand since 2021,” it said.
Kerr Mclaren, UK business development manager for Eldorado Tonic Wine, 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’ll have brand activation at the Scotland versus Curaçao friendly - our national team’s last pre-World Cup game at Hampden Park, on 30 May 30. We’ll also have pitch-side advertising at Hampden for the Scottish Cup final on 23 May.
“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.”
Competitions in stores to win Eldorado merchandise - such as bucket hats and beach balls - will further enhance the personality of the brand as it pushes the No LD, No Party campaign message, ramping up brand exposure and creating disruption in the market.
McLaren added: “With our first-hand experience of what wholesalers and retailers need and expect from a brand, we’re 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.”
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