Coca-Cola and Diageo in joint campaign

09 March, 2010

Coca-Cola Enterprises and Diageo are hoping the launch of their “biggest joint marketing campaign” will drive spirit and mixer sales and increase basket spend.

The two drinks giants will spend more than £4 million in a through-the-line campaign to promote long mixed spirit drinks, including Gordon’s and Schweppes Tonic, Pimm’s and Schweppes Lemonade and Smirnoff and Coca-Cola.

ATL activity for Diageo spirits and Schweppes mixers will feature on radio, print, outdoor and POS from May to August, carrying the strapline “Together for a Better Summer.”

David Smith, sales director at Diageo, told OLN: “It's easy for consumers in bars to buy long drinks but not so easy to buy together in-store as they aren't merchandised together.

“The aim is to cross-merchandise these categories so the ATL campaign makes this link at the front of consumers' minds.”

Craig Smith, vice president marketing and strategic planning at CCE, said: “Only 17% of spirits baskets contain a mixer and 26% of mixer baskets contain a spirit at the moment.

“If we were to double that it would equate to £230 million of retail sales value. That's the sort of big ambition we have.”

The two companies believe the ATL campaign will reach 95% of the adult population who will see it an average of 14 times during the summer months.

Smith said he hoped the joint initiative was the start of a “much longer and more complete relationship” between CCE and Diageo.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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