If you’ve woken up from a night out covered in green feathers with vague memories of charming green clad bar maids swirling deftly about the dancefloor, the chances are you’re run into the Midori Mix team hard at work.
Midori, with its distinctive emerald green colour and light refreshing taste, was conceived by the international award-winning Japanese Suntory group in 1978.
Midori has gained a strong reputation among leading bartenders and cocktail designers worldwide for its outstanding quality and superb versatility.
Today, Midori is available in more than 30 countries and has truly become a premium global liqueur brand among young people.
In the UK, Midori is distributed by Morrison Bowmore who bolster their marketing mix with a ‘Midori Mix’ events team that tour the country building grassroots support.
The challenge for the London Ogilvy PR team this year was to give the Mix team an online spin.
The solution we came up with was a nationwide dance-off, a distinctly Midori take on the talent shows that captivate so many each weekend.
We challenged revellers around the country to don a green feather boa and strut their stuff, giving our lenses their own personal take on the ‘Midori Mix’ dance to win a fantastic cash prize of £1,000.
With the completion of the competition in late November, all videos have now been uploaded to the Midori Mix YouTube channel (link: http://www.youtube.com/midorimix1) and voting has commenced.
Those participating in the contest have been invited to rally support among their friends and an engaged community of over 2,000 on the Midori Mix Facebook page (link: http://www.facebook.com/midorimix) where we keep up a steady hum of activity in the form of exclusive cocktail recipes, juicy gossip, event photos and ‘green living’ tips.
To back-up our grassroots advocacy work, the Midori team have also been working hard to engage industry influencers with themed experiential events.
In mid November, the team brought food and drink, lifestyle and parenting bloggers from around London together under one roof at Dirty Martini in Covent Garden to sample a few Midori classics.
Catering to a broad female demographic, and in keeping with the theme, the bloggers were then treated to a West End show – Dirty Dancing. As the line goes: “no body puts baby in the corner “.
The Midori Mix dance-off competition is still going strong – check out our Facebook page (link: http://www.facebook.com/midorimix) for updates!