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.




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter