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Wood's 100 recognise armed forces in summer campaign

Published:  31 July, 2009

Wood's 100, the premium dark rum is recognising the heritage and courage of Britain's armed forces by launching a summer campaign to discover "what makes a modern day hero".

Distributed in the UK by First Drinks, the activity is set around marking over 150 years of the historical drink, includes the release of a study which reveals what kind of professions society considers to be the most heroic - with the navy and army coming out in pole position.

A supporting PR campaign, is aiming to broaden the brand's appeal to the younger, whilst encouraging other dark rum drinkers to trial the brand and re-think rum. Targeting naval titles in particular through PR and radio, new serve suggestions will also target consumers via an email campaign.

Gemma Adams brand manager for Wood's 100 says: "The research is a fascinating snapshot into what it means to be a hero in 2009 and its great to see our armed forces being recognised like this. The navy, in particular, is an important part of our heritage and Wood's 100 remains a much loved drink with a rich history.

"The dark rum category is in strong growth, up 13% in the off-trade year on year. Indeed, Wood's 100 has demonstrated increased value and we are certain our summer campaign will only help to further drive awareness and loyalty of the brand amongst its target consumer and encourage trial through great new serves."