There are very few long-copy print ads produced in Africa. We decided on this approach for a number of reasons. First, while consumers may be familiar with the packaging of the brand, the advertising so far hasn’t delivered very much in the way of brand character. Secondly, it is fair to assume that the audience for the brand is reasonably up-market, and therefore capable of digesting the story and understanding the tongue-in-cheek nature of the copy. In the copy we are also able to include a number of other brands in the Pernod-Ricard line-up. We have had very positive feedback on the ad, and Pernod-Ricard has decided to roll it our to a much broader pan-African audience than was originally intended.
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