Cavit Sales On into Summer - Palm Bay Importers to launch marketing campaign - Brief Article - Statistical Data Included

Brandweek,  April 16, 2001  by Kenneth Hein

Tags: marketing, Palm Inc.

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Palm Bay Importers will break new print and radio campaigns this summer to build upon brisk sales of its Cavit wine brand and broaden the audience for its lesser Lancers label.

The company will bow two Cavit print executions bearing the new tag: "It's all about taste." The first, featuring a product shot against a beach background, will run next month in such pubs as Bon Appetit, Food & Wine and New York Magazine. A Fourth of July-themed ad and various on- and off-premise promotions will follow.

English-speaking consumers will hear the first Lancers' radio ads since Palm Bay purchased the brand in 1999. Spots tagged "A Toast to Every Day with Lancers Rose" will begin airing April 30 in seven major metropolitan markets.

The thrust of the $1 million campaign will be print and radio ads targeting Hispanic consumers 25-40. Print breaks in Christina, Latina and People en Espanol with the tag "Con Lancers Rose Todo Tiene Sabor (Everything Tastes Better)," via RodriguezMejer Advertising, N.Y.

Cavit grew 43% last year, increasing from 525,000 cases sold in 1999 to 750,000, per Impact, New York.

COPYRIGHT 2001 BPI Communications, Inc.
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