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Even prior to the pandemic, which closed bars and canceled festivals, Pernod Ricard was starting to have doubts about event-based marketing. Internal research revealed the French spirits maker behind Kahlúa, Absolut and Jameson wasn’t generating a desired return on investment.
A better way to boost sales, it concluded, was to broaden its reach and get more shoppers thinking about its brands more frequently.
“It’s about more top-of-mind awareness, and you don’t get that if you’re spending on events in one city or two cities one weekend,” said Pam Forbus, CMO of North America at Pernod Ricard.
Covid-19 helped rip the Band-Aid off quicker, Forbus explained.
Under the new strategy, Pernod Ricard more than doubled its U.S.