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Diageo invests £5.9m in premix campaign

Published:  07 October, 2011

Diageo GB is launching a £5.9m multimedia campaign for its premix range on the back of the category's 36% growth in value sales this year.

The aim is to encourage consumers to 'mix up' their weeknights by having a premix drink, promoted through three 30 second TV commercials, a 60 second online film and facebook competition, six radio ads and online advertising.

The ads feature a stylish character, and his suave side-kicks enjoying weird and wonderful pursuits such as canine knitting and model ship building, all to the hypnotic rhythm of the synthesiser - to entice consumers to try something a bit different on a week night, with the strapline 'Yes You Can'.

Diageo GB now has a range of 15 Premix variants, based on eight of its key brands - Smirnoff, Gordon's, Captain Morgan's Spiced, Bulleit, J&B, Pimm's, Archers and Bell's.

It the fastest growing category in beers, wines and spirits.

The Diageo Premix range has a 53% value share of this category and is enjoying a 70% growth rate , having launched five new variants in the past eight months (Smirnoff & Diet Cola, Archers & Lemonade, Bell's & Ginger Ale, Smirnoff Lime & Cola and Gordon's & Bitter Lemon).

Diageo say it is popular with consumers because it provides the perfect serve, is convenient and affordable.

Alice Ponti, innovation manager premix, Europe, says: "The Premix category is performing extremely well at the moment, with the whole category in growth, and Diageo's Premix range growing ahead of the market.

"It's important that we continue to support the range to maximise this growth, and through our new campaign, we are doing so in a way that will be fun and engaging, and reach a broad range of consumers."