The campaign, created by Isobel, aims to raise awareness of the rapidly growing pre-mix category.
The new 250ml can, which rolls out this week, takes the range to eight variants, including Smirnoff vodka & cranberry juice drink and Gordon’s gin & Schweppes.
For the first three days, the advert will run with an end frame directing viewers to Smirnoff.com where they can download a voucher for a free can. Diageo GB expects 38,000 viewers aged 18 and above to register for a free sample during this time.
After this three day promotion, the ad will continue to run without the navigation to the website. The TV campaign is supported by a full shopper marketing plan in-store, including digital, trade advertising, loyalty card activity and POS.
The premium quality 250ml can of Smirnoff and Cola is in an accessible and convenient format for consumers to enjoy the perfect serve spirit and mixer drink at home, and, as vodka and cola are reported to be the UK’s favourite on-trade mixed drink, it is expected to be a significant category driver for the drinks company.
This story first appeared on pitch.marketingweek.co.uk