Media Bytes
TNS Media Intelligence estimated 2004 ad spending on the account at $10 million.
Monsell Darville, vp, group marketing director at Bacardi in Miami, said the company decided there would be benefits to putting Bombay Sapphire at the same agency that plans and buys media for its other super-premium brand, Grey Goose Vodka, which Bacardi purchased last year. KSL has handled media chores on that account for six years. Indenpendent Sugartown Creative in New York handles creative duties on both brands.
"KSL has done a fabulous job on the Grey Goose business," Darville said. The two brands "share a similar DNA and we thought the ability to plan and purchase media collectively for those brands would be an advantage to both," he said.
Earlier this year, Grey Goose, with about $25 million in ad spending last year, per TNS Media Intelligence, was the first spirits brand to appear in ads on CNN, the first cable news network to accept liquor ads.
Two years ago, Grey Goose was the first hard liquor brand to be integrated into a weekly TV show, The Grey Goose 19th Hole, on the Golf Channel. Last month, Bombay Sapphire began a new TV campaign showcasing the brand's role in cocktails other than the martini.