UK: Diageo and Coca-Cola team up

The joint marketing campaign is to drive off-trade sales and wil include some of the nation’s most popular spirit and mixer drink combinations.

CCE and Diageo GB are committing more than £4million in a through-the-line campaign to support retailers to grow and develop long mixed spirit drinks.

Advertising activity for Diageo spirits and Schweppes mixers will include radio, print, outdoor and in-outlet point-of-sale (POS), carrying the strapline: “Together for a Better Summer.” According to Diageo, the campaign will reach 95% of the adult population who will have the opportunity to see it an average of 14 times during the summer months.

In the on trade, the joint business initiative will be activated in over 10,000 free trade pubs nationwide and aims to address poorer quality drink serves.

The education and sales-driving programme will be implemented by both CCE and Diageo GB’s sales teams, who will provide training, 12oz co-branded glasses and a range of POS. POS will feature images of each of the four featured mixed drinks, Smirnoff and Coca-Cola, Gordon’s and Schweppes Tonic and Pimm’s and Schweppes Lemonade and Bell’s and Coca-Cola.

In grocery, the investment will focus on helping the shopper to buy everything they need for a spirit and mixer drink in one place, through cross-merchandising.

David Smith, sales director at Diageo GB, said: “Last year, retailers getting behind summer spirits drove £3.4m in additional sales with 500,000 more households buying into spirits over the summer months. In 2010 the World Cup will provide a great opportunity for spirits and mixers, driving at-home social occasions further from June. The World Cup will encourage an increase of at-home drinks occasions in June, and spirits are likely to be consumed in at least 20% of at-home occasions.  

“We want to see our quality spirits such as Gordon’s, Pimm’s and Smirnoff served with great quality mixers to ensure consumers can enjoy the best possible mixed drinks at home. Featuring spirits and mixers in-store helps to break down barriers to purchase and increase basket spend so we urge retailers to get involved to make the most of the opportunity.”

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