Cîroc gets in the tiki spirit to promote new flavour

Diageo brings a bit of London to Canada for vodka promotion

Cîroc vodka is bringing the tiki-party trend to Canada to promote its latest flavour, Cîroc Coconut.

The Diageo-owned brand has partnered with London, U.K. nightclub and celebrity hotspot Mahiki, which is known for its Polynesian-themed décor and fresh fruit cocktails. The two companies are hosting Cîroc Le Beat Tropique, a series of tiki-themed pop-up parties in Toronto and Vancouver. Drinks experts from each company have created a new range of tiki-style cocktails to be served at the events.

“Globally, Cîroc is known as being the spirit behind legendary celebrations,” said Geoff Kosar, brand director of Cîroc Canada. “We’re trying to provide our target consumers with unique and exclusive experiences, and are basically bringing one of the hottest nightclubs in London to Canada.”

Kosar said Cîroc’s target audience is both male and female, 25 to 35, who aspire to an affluent lifestyle.

The first pop-up party is May 28 at EFS Nightclub in Toronto, an invitation-only VIP event, followed by events for the public on May 29 and 30. The Vancouver VIP event will be held on June 5 at The Queen’s Republic Night Club, followed by two nights open to the public.

“We’re inviting a lot of key influencers in both cities to help spread the word and buzz about Cîroc,” said Kosar. “[The invitees] will be people within our target market who we believe will have an appreciation for Cîroc, the new cocktails and the whole experience.”

Cîroc launched in Canada one year ago and is available in Red Berry, Peach and Amaretto and now Coconut flavours. Unlike most spirits that are distilled from grain, Cîroc is made from French grapes and is distilled five times.

Cîroc’s French master distiller, Jean Sebastian Robiquet will meet with media, industry players and trade associations to tell the story of Cîroc prior to the pop-up parties.

A&C is handling PR and social media, while Vibrant is the experiential agency.

Cîroc is also running an ad campaign to promote its overall brand. A 30-second spot by New York-based Blue Flame is currently running in Canada, while print and online ads are running in publications Notable.ca, Sharp magazine and EnRoute.

MediaCom is handling the media buy.

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