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Diageo rolls out autumn spirits campaign

Published:  18 August, 2008

Diageo is launching a £300,000 print and point of sale campaign this autumn to promote spirit and mixer serves in off-trade.

Diageo is launching a £300,000 print and point of sale campaign this autumn to promote spirit and mixer serves in off-trade.

The 'Autumn Mellow Spirits' campaign will include print advertising, experiential sampling and in store point of sale material designed to boost sales of its brands including Bells Blended Scotch whiskey and ginger, Baileys Irish Cream on ice, Pimms Winter spirit drink and warm apple juice and Morgan's Spiced and cola.

Print ads and advertorials will appear in national supplements and magazines, and a range of themed point of sale materials, including posters and tear-off recipe wobblers, will be placed in stores.

Diageo says it has undertaken research that shows that consumers lack confidence when it comes to mixing drinks at home. It claims that providing consumers with solutions to make spirit and mixer drinks could add as much as £105 million incremental profit to the spirits category.

Ali Wilkes, Diageo GB marketing manager for Spirits said: "As the seasons change, so do consumers tastes meaning they want different drinks to suit the occasions. Our research shows that autumn is a time when consumers like to relax and enjoy relaxed moments with friends and families, so we've chosen to highlight the products which are most relevant and that will give retailers the best profit opportunities."

The autumn burst of activity follows Diageo's recent 'Refreshing Tastes for Long Summer Days' campaign.

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