Putting a new face on your brand (displacement marketing)

Putting a new face on your brand (displacement marketing)

Article Type: Abstracts From: Strategic Direction, Volume 26, Issue 7

Roberts J. Marketing Week (UK), 21 January 2010, Vol. 33 No. 4, Start page: 16, No. of pages: 5

Discusses possible ways in which the technique of displacement marketing might be used for marketing alcohol brands in preparation for the possible future banning of television advertising for alcohol brands. Explains that displacement marketing involves brands marketing one particular product in order to bring attention to another banned item. Notes a report published by the UK government’s Health Select Committee in January 2010 which warns alcohol brands that they face a possible ban on TV advertising. Reveals that, while some brands are contemplating what budget to allocate to TV advertising, others are concerned that this medium might not even be an option for them in the future. Draws on experience of using displacement marketing India, where Kingfisher Airlines and Kingfisher Water carry the same logo as the Kingfisher beer brand, promoting the lager label while generating an alternative revenue stream for the business. Points to other alcohol brands that have created holiday operators and CDs to generate awareness of their brand name. Offers the views of Kate Waddell, managing director of consumer brand at Dragon Rouge, who argues that displacement marketing will not work for alcohol brands. Article type: Viewpoint ISSN: 0141-9285 Reference: 39AF239

Keywords: Alcoholic drinks, Brand management, Marketing strategy, Strategic marketing, Television commercials, United Kingdom