Diageo to launch £5m premix TV ad campaign

Diageo Great Britain is launching a £5m TV advertising campaign to promote its new premix range, which launches next month.

The campaign will run nationally from mid-April, following the launch of the new Smirnoff vodka and Cola in a premix can, which is the newest addition to the company’s existing range of spirit and mixer combinations.

The campaign aims to raise awareness of the premix category and will be supported by a full shopper marketing plan in store, including digital, trade advertising, loyalty card activity and POS.

Further support includes a £450,000 range sampling investment across 4,500 stores to drive consumer awareness and trial.

With the introduction of Smirnoff vodka and Cola, the full Diageo GB premix cans range is made up of eight variants, including Smirnoff vodka and Cranberry Juice Drink, Gordon’s gin & Schweppes Tonic, Gordon’s gin & Schweppes Slimline Tonic, Morgan’s Spiced and Cola, Smirnoff vodka and Schweppes Tonic, Pimm’s & Lemonade and Bulleit Bourbon and Cola.

The range will be moving to an aligned ABV of 6.4% across all variants, from the current double measure displayed on pack.

Charlotte Brown, innovations commercialisation manager at Diageo GB, says:
“Our fantastic premix cans offer shoppers the opportunity to enjoy their favourite spirit drink with minimum effort and in a perfect, measured serve. With the category in such high growth, we expect Smirnoff and Cola to be a real winner and a key driver in making spirits as convenient as beer and wine in the homes of consumers. “

“Shoppers tell us that they are after a great taste that’s ideal for what we refer to as ’transition occasions’ at home. This is the time of day, from 6 – 9pm on a weekday or weekend, when people are either winding down for the day or preparing for a night out.”

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here