Funkin to invest £500k in at-home opportunity

By Lucy Britner

Published: 10 May, 2013

Cocktail mixers company Funkin is to invest more than £500,000 this summer in an attempt to "grow cocktail awareness and the at-home cocktail opportunity".

Aimed predominantly at Funkin's target audience of 20 to 30-year-old females, the three-month campaign is to target different drinking occasions such as drinks before a night out, a house party and a night in with the girls.

A series of ads will be printed in Cosmopolitan and Company magazines, featuring the tagline "Your bar. Your rules" , from June.

The company will also embark on consumer events, advertorials and competitions, as well as online and social media communication. Funkin is also supporting the campaign with in-store activity to drive footfall in the off-trade.

Funkin chief executive Andrew King said: "Cocktails are big news at the moment and demand peaks during the summer months. This year we're investing heavily to grow the awareness of cocktails both in the off and on-trade, in this case showing consumers how mixing great-tasting drinks at home is more achievable than ever.

"Our mixers are a great solution for consumers celebrating with friends or getting ready for a big night out and by simply adding ice and a spirit, the perfect bar-quality cocktail can be made in just 10 seconds.

"We recommend retailers make the most of the increasing consumption of cocktails by stocking a wide range of innovative cocktail mixers near their spirits and educating consumers on how to use them to create delicious drinks at home."

The Funkin cocktail mixer range includes 12 varieties such as Funkin Strawberry Daiquiri, Funkin Mojito and Funkin Brazilian. The company hopes the campaign will reach 15 million people.

Printer friendly version