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News Briefs for May 8, 2013

May 8, 2013

Brown-Forman is set to double its marketing investment behind Finlandia with a new global campaign rolling out this spring under the tagline, “To the life less ordinary.” Created by Wieden+Kennedy of London, Finlandia’s new global push will have both winter and summer variants and run across digital, outdoor, through-the-line and point-of-sale formats. It’s focused on images by fashion photographer Pierre Winther that seek to acquaint consumers with the “less ordinary” life Finlandia seeks to represent—contrasting with previous ads built around the brand’s heritage and taste components. Finlandia slipped from a high-water mark of 380,000 cases in the U.S. in 2006 to 255,000 cases in 2010. After a flat performance in 2011, it again found its footing, growing 4% last year to 266,000 cases, according to Impact Databank.

•Revel Casino in Atlantic City has shuttered its upscale restaurant Central Michel Richard to make way for a new 24-hour restaurant called Relish. The move is in response to demand “for a more economically priced restaurant,” according to a statement from Revel. Relish is slated to open by Memorial Day. Earlier this year, Revel filed for voluntary Chapter 11 bankruptcy protection to reduce its $1.5 billion debt, as Shanken News Daily reported on February 20.

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