Flavoured spirits brand Parrot Bay has launched a new £2m marketing campaign, as it seeks to increase consumer awareness and drive its off-trade sales.
The campaign will begin with a two-week out-of-home promotion for its spirit drink, followed by a digital partnership with two national newspapers for both Parrot Bay spirit drink and frozen cocktail ranges. A new television advertising campaign beginning in July will further improve awareness of the brand’s selection of frozen cocktails, it said.
The campaign will lead with the tagline “fruity fun for the weekend” and will principally be marketed towards young, female consumers.
Meri Parvento-Wicks, innovation commercialisation manager for brand owner Diageo, said: “Following the success of Parrot Bay frozen cocktails we hope the [above-the-line] campaign will drive excitement and awareness in the new Parrot Bay flavoured spirit drinks. We see the full range appealing to 18-25[-year-old] consumers searching for a variety of fruity flavoured spirit drinks at an accessible price point.”
Parrot Bay first launched their “freeze and squeeze” cocktail pouches in 2013 and has since sold 5m units in the UK, with 37% of buyers making a repeat purchase. The company’s flavoured spirit drink range launched at the end of 2014, “providing a new choice for consumers… preferring mid-proof options at an accessible price point”.
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