Singer Ellie Goulding’s Served brand is the focus of the company’s “biggest above-the-line” campaign to date, as owners look to focus on the 8% abv double-measure cocktail range.    

The four-week campaign, which started yesterday, will roll out across 970 sites, including London Underground and train stations. The campaign will also roll out UK-wide via paid social, digital marketing, and “organic social – including Ellie Goulding’s own social platforms with a combined 30m followers”.

Meanwhile, a sampling campaign will feature around 120,000 cans targeting cocktail drinkers across London, Birmingham, Leeds, Brighton and Manchester.  

Served co-founder Dean Ginsberg said: “It was important to us to create a campaign that put our product front and centre. But we also wanted to recognise that the category has historically been dominated by lower-priced, lower-quality options, where nearly a third of non-RTD drinks consumers cite product quality as a major barrier.”