Smirnoff and Cola pre-mix launches ad campaign

Diageo GB is launching a £5m TV campaign to promote its recently launched Smirnoff and Cola Premix cans- the newest addition to the range of spirit and mixer combinations.

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

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

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

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big 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 are 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.

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