The 'Celebratory British Summer' campaign begins in early May and includes the launch of a range of limited edition Gordon’s Gin and Pimm’s bottles using iconic Union Jack imagery. The two brands will be promoted alongside Schweppes Tonic and Lemonade.
Heavyweight in-outlet support will be available to drive visibility and increase sales, including strut cards, table talkers, bar runners, optic clips, back-bar displays, stirrers, A3 posters, glassware and sales presenters.
In-outlet activity will be activated via a strong integrated campaign including outdoor, radio, press and digital activity, including serves that relate to the various iconic British events this summer such as ‘Queen’s Quench’ and ‘Yes Ma’am’.
A variety of themed point-of-sale material and specific merchandise will be available, such as Union Jack drink stirrers with a sceptre-shaped handle for the Queen’s Diamond Jubilee and a tennis ball-shaped handle to symbolise the forthcoming summer of sport.
“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, adding that on-trade spirit sales during last year’s Royal Wedding, increased by 13.3%.
Colm O’Dwyer, out-of-home director of sales and category development for CCE, said he was confident that the joint campaign will drive consumer interest and offer licensees an even bigger opportunity to increase sales of long mixed spirits drinks.