Beam Positions Sour Schnapps as Martini Mixer

Young & Rubicam promotes DeKuyper Pucker Schnapps as a key mixer for martinis in a new print campaign for the Jim Beam brand.

One of four executions will break in the September issues of US Weekly, which hits newsstands Aug. 24. A second round of executions will appear in US Weekly’s October issues. The campaign will then resume in the spring with new but similar executions.

The Deerfield, Ill., spirits marketer decided to heavily promote the schnapps as a mixer in martinis based on research that showed that’s the way the drink is most often used, said Chris Gretchko, group product director for Pucker Schnapps.

The Chicago agency’s ads have no tagline but are themed, “Martinis made fun.” The first execution shows only a martini mixed with Pucker Sour Apple Schnapps with a bright lime-green background. The stem of the glass is draped in a candy wrapper. The copy reads “Martinis made fun. The Pucker Appletini.”

“We wanted to be extremely simplistic in communicating what this brand is all about,” Gretchko said.

Future ads will highlight Pucker’s other flavors using only a martini glass as the illustration. Pucker Watermelon Schnapps will have a red backdrop with the martini stem appearing as a watermelon flavored candy stick. Another will have a bright pink background for Pucker’s raspberry flavor showing the martini glass with a Pixie Stick stem.

Previous ads also used bold colors but showed people dancing wrapped around streams of various flavored Pucker Schnapps. The ads carried the tag, “Paint the town Pucker,” from Y&R and may run during the spring executions.

Spending on the effort was not disclosed. Jim Beam spent almost nothing on the Pucker brand through May, according to CMR.

Y&R won Jim Beam’s $10 million business in 1999. The new work marks the agency’s second campaign for the Pucker’s brand.