NEW YORK Three new print ads by Gotham for Kobrand Corp.'s Alize de France drink line feature recipes and stylized people perched atop an Alize bottle.
The estimated $3 million campaign, directed at women 21-39, features a new tagline, "Parlez Alize," which replaces, "Deliciously alluring." The previous campaign, which ran two years ago and was created by David Anton & Partners, featured model and actress Veronica Webb and was targeted at urban consumers. Copy in one ad read, "Never kiss and tell without the details." The new effort is trying to reach a broader market.
"We wanted to reposition the brand to directly target those consumers who go out often" and drink fruity cocktails, said Kate McManus, Alize brand manager at New York-based Kobrand.
The new executions are the first work from the New York agency for the client. Gotham won the account last August following a review, which included four other New York shops: EastWest Creative, Heitner Weiss, The Coastal Group and the incumbent, David Anton.
Ads will break in Glamour, Elle, Cosmopolitan, Vibe, Honey, Latina and other April magazines. Outdoor messages also will begin appearing in April in New York, Chicago and Los Angeles.