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.”