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Pernod Ricard Goes Digital For Tequila

Pernod Ricard has outlined a long-term global strategy for its Olmeca Tequila brand in a bid to get consumers to think of tequila as something to be enjoyed, not something to get drunk with. As part of the strategy the brand has launched a social music app for Facebook’s Timeline called NightTag. The brand is using the app to promote its products to “nightlife lovers” while strengthening its ties to electronic dance music. The service launched earlier this month as part of the brand’s "Be the DJ" campaign. 

Read the whole story at Marketing Week »

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