Midori Goes After ‘It’ Girls

SAN FRANCISCO Publicis & Hal Riney is breaking its first print work for Midori liqueur this month—and the first new campaign for the brand in five years.

The campaign targets women ages 21-24, who want to be in the spotlight and viewed as “It” girls, according to the client. Spending was not disclosed, but the brand spent $300,000 on advertising last year, according to TNS Media Intelligence/CMR.

The San Francisco shop was assigned the Midori brand last year by its parent group, Publicis Worldwide. Allied Domecq has consolidated all its spirits marketing with the agency. Publicis & Hal Riney also handles advertising for the distributor’s Stolichnaya vodka.

Outdoor and on-premise advertisements for Midori look like fashion magazine covers, and feature a glamorous model, a cocktail recipe and the tagline, “What kind of Midori are you?” Print advertisements will appear in the August issues of Cosmopolitan, Glamour and InStyle magazines.

“Through consumer insight we found that women drinking Midori take pride in looking and feeling good, attracting positive attention,” said Craig Johnson, group brand director for Midori, in a statement. “The vibrant green color of Midori helps them stand out from the crowd. Our previous campaign was more drink-focused and now we want to turn our focus on the consumer.”