Monday, 10 January 2011 00:00
How does a yellow plastic duck can help promote the Portuguese Cork? The response of the domestic industry is unique and simple: place the toy upside down, to seal a bottle of French white wine from the Rhone, and translates that image into a compliment to the cork stopper. Committed to combating the 15% drop in exports in 2009 and the competition of metallic thread,
APCOR - Portuguese Cork Association chose humor as a weapon of choice to leave the mark of cork in some target markets, treating each one of them so differentiated through the program Intercork - Promotion International Cork. In this campaign cheerful, APCOR invested by the end of 2011 a record € 21 million, directed to the promotion of cork and building materials and decoration, their key products, with a weight exceeding 60% and 20% of business, respectively. The promotion of
cork absorbed € 12.5 million Intercork's budget, to invest in France, Italy, Germany, UK, USA and Canada in campaigns aimed at consumers, the wine industry, opinion leaders, mass distribution, media universities and importers. In the United States and Canada, the Portuguese cork floor is on wheels with a truck to run for 16 cities to promote this product 100% natural as building materials and decoration. The route out between September 2010 and June 2011, began in New York, next to warehouses Macy's, and ends in Los Angeles, where even thinking about replacing the traditional red carpet for a
cork, the same color in media events like the Academy Awards ceremony. The international promotion of investment in Cork since 2003 to try to counteract the growing onslaught of alternative closures such as plastic and metal thread, APCOR already had Jose Mourinho as the face of a campaign in the UK and makes a positive assessment of the actions developed.
Media Kit
Portugal National Tourist Office