Quinn's ripe for Diageo

Diageo is launching a TV ad campaign for Quinn's fruit ferment as part of an £8.5m marketing splash behind the newcomer.

Quinn's, introduced in April and available in 5,000 pubs, claims to be the first RTD made from 100% fruit, including its alcohol, and targets young consumers having early evening drinks. The 4% abv drink is available in mango & passionfruit, raspberry & blueberry, and orange & tropical fruits, and is designed to be served over ice.

A set of TV adverts kicks off this week, including a 60-second creative entitled "Paradise Found," set against a rainforest backdrop. Viewers see a plant grow and produce a pure fruit alcoholic drink.

The advert, which cost £650,000 to produce, uses computer-generated technology to animate the plants and butterflies to show "how fruit comes to life in a bottle of Quinn's".

Diageo's innovation marketing manager for the brand, Stephen White, said: "The new marketing campaign clearly communicates that the drink is not only completely new, but is also made from 100% fruit, even the alcohol."

He added: "We believe the fruit ferment concept will revolutionise the 5pm-8pm drinks occasion."

A sampling campaign is also taking place throughout the summer in pubs, cinemas and supermarkets.