Smirnoff in royal wedding ad push

08 April, 2011

Diageo is to increase its marketing spend for Smirnoff around the royal wedding weekend.

The vodka brand is being backed by a £700,000 budget for April, with a repeat of its Why Compromise TV ad.

Smirnoff flavours will get two weeks of outdoor advertising and the brand will be heavily featured on social media.

Diageo is also backing Gordon’s in the wedding run-up with a relationship marketing campaign in which consumers are being invited to vote on a new cocktail to mark the wedding.

The winning Gordon’s Royal Cocktail will be named on wedding day and publicised in print media.

Baileys will also be on TV in April with a bank holiday-related strapline added to its Let’s Do This Again TV ad.

Louise Curran, head of shopper marketing at Diageo GB, said: “The royal wedding provides the first major hosting event after Christmas and we know that in their quest to host a special occasion, many consumers will turn to spirits.

“By supporting our core brands with themed, awareness-driving initiatives to tie-in with this celebratory month, we aim to help retailers fully maximise this opportunity.”




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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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