The campaign will hero a number of iconic British brands with long mixed spirit drinks at the centre of the campaign. Diageo and CCE will also be supporting pubs with a variety of themed POS materials and specific merchandise, such as collectable Union Jack drink stirrers.
“Following the increase in British patriotism around the Royal Wedding in 2011, we anticipate a continued consumer appetite for British brands during this summer’s activity,” said Amy Mooney, senior category marketing manager for Diageo GB. “Last year the Royal Wedding helped spirits sales in the on-trade increase by 13 per cent.
“This year, the activation platform of ‘A Celebratory British Summer’ delivers plenty of potential for similar spikes of activity around certain brands, occasions or events that can ultimately stretch across the summer.”
Colm O’Dwyer, director of sales & customer development for out-of-home at CCE, added: “We are delighted to be working with Diageo GB once again, to celebrate what is likely to be a huge British summer. Schweppes is an iconic British brand and one consumers will look towards to make the most of their summer events as they toast the Diamond Jubilee and cheer on the national teams during the long summer of sport.
“As consumers get together in pubs and bars to celebrate this summer’s key events, we’re confident the joint campaign with Diageo will continue to drive consumer interest and offer licensees an even bigger opportunity to increase their sales of long mixed spirits drinks.”
The limited edition bottles for Gordon’s and Pimm’s will be promoted with their ‘perfect serve’ Schweppes partners, to make popular combinations such as Gordon’s and Schweppes Tonic or Pimm’s and Schweppes Lemonade.
Heavyweight in-outlet support will be available to help drive visibility and increase sales, including strut cards, table talkers, bar runners, optic clips, back bar displays, stirrers, A3 posters, glassware and sales presenters. The overall value of the initiative is £3.5 million.
Spirits traditionally sell well during the hotter summer months with sales of Pimm’s in the on-trade increasing by 69 per cent last summer.