Diageo is launching an outdoor and press campaign to drive sales of spirits such as Pimms and Smirnoff in the off trade during the summer season.
The campaign goes under the banner “Bring home the spirit of summer” and is devised to capitalise on the second biggest season after Christmas for spirits sales.
The activity aims to raise awareness of spirits as a great choice for a range of occasions over the summer. It also highlights a range of different long mixed spirit drinks.
The outdoor and press campaigns will be complemented by experiential activity with sampling at city centres, train stations and shopping centres. Digital marketing will include a Facebook group and email alerts.
The agencies involved are RPM, Arc, TMW and Carat.
The marketing will also promote a competition to pick a song that best defines the summer spirit and the results will be played out in a special long afternoon show on a leading national station during the August bank Holiday weekend.
In January Diageo appointed Simon Litherland as the new managing director for Great Britain.
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