Drinks companies prepare for Christmas

Drinks companies are gearing up for major above-the-line advertising campaigns and in-pub initiatives in the run-up to Christmas.

In a £35m Christmas marketing campaign, Diageo is launching new above the line advertising for its key brands, and distributing point of sale (PoS) material to more than 2,000 outlets.

Consistent with recent Diageo campaigns aiming to drive "seasonal" spirit and mixer combinations, the spirits giant's initiatives running throughout October to December focus on serves deemed to be of particular appeal at Christmas - including Bell's over ice, Baileys over ice, Gordon's gin and tonic and vodka cocktail Smirnoff Moscow Mule.

The PoS kits will come in six different forms, which can be tailored to outlet types, and include posters, bunting and menu cards communicating the key serves.

A £4m print, outdoor, TV and online marketing campaign for Baileys and Baileys Flavours, based around a lips theme, starts in November. The investment represents a 30 per cent increase on Baileys' in 2007.

£3.5m will be invested in Smirnoff marketing activity, including TV and cinema advertising during October, November and December. The 'Sea' advert will return to screens in October.

Bell's will get its first TV adverts since 2005, set to run from early October.

Highlights of Pernod Ricard's Christmas campaign include new advertising creatives for Rioja brand Campo Viejo, Martell and G.H. Mumm; second bursts of advertising for Malibu and Jameson; additional TV sponsorships for Tia Maria; experiential activity for Jameson, Chivas Regal and Malibu.

Independent drinks manufacturer and distributor Halewood International is also set to put its biggest ever Christmas push behind its brands.

Topping the bill is Lamb's Navy Rum which is currently getting a packaging makeover and is set to benefit from £500,000-worth of consumer advertising. The campaign will be underpinned by a wide range of PoS material.