Coca-Cola Enterprises and Diageo Great Britain are to launch a multi-million pound marketing campaign aimed at driving spirit-mixer sales in the off-trade. On-pack promotional activity will feature recipes of mixed Diageo spirits and soft drinks bottled by CCE.
Recipes for Gin & Tonic, Moscow Mule, Pimms & Lemonade and Vodka Russchian will run across ‘Schweppes Tonic’, ‘Schweppes Lemonade’, ‘Schweppes Canada Dry Ginger Ale’ and ‘Schweppes Russchian’ packs.
In addition, the two will jointly sponsor Film 4’s 7pm and 9pm movies with a number of further recipes detailed.
Price promotions will also run through July and August, including an offer of ‘Schweppes Lemonade’ 2-litre bottles at £1.50. An on-trade campaign will include 3,500 point of sale kits to communicate drinks prices.
Ed Knight, head of communications at CCE, said the Smirnoff and Pimms dual promotions aim to attract 30-somethings into the spirit-mixer category, while mixing Gordon’s and Schweppes Tonic is aimed at retaining customers aged 45+.