Irish Distillers Pernod Ricard (IDPR) will go to air with a new television campaign for its West Coast Cooler wine-based drink next week. Called Hello Night, the commercial was shot in South Africa and features three girls who move through the night sky bringing a dash of light and colour to the town.
Damian Penco of Bloom Advertising said the image of stylish girls flying through the night sky is a metaphor for the brand’s vibrant image. The ad is part of a campaign with a reported record spend of €3.5 million.
Since its launch in 1984 the brand has had a number of makeovers. In 2004, a new bottle was launched. In 2009, the brand extended with West Coast Cooler Ros, a wine cooler with berry and exotic fruits.
Judith Power, the brand’s marketing manager at IDPR, said West Coast Cooler is firmly targeted at young women drinkers. It has four per cent volume, just less than the average beer but lower than wine.
PR for West Coast Cooler is handled by Sinead Ryan at Presence Communications.
