Diageo.
Summer Spirits.

Brief

To ensure that Diageo spirits & Schweppes mixers are the ideal drink companions for adult social get-togethers, harnessing the sense of Great British pride during Summer 2012.

Our Solution

We wanted to use the quality and British heritage of Diageo spirits & Schweppes mixers to show shoppers that they were the perfect cocktails combination for the great British Summer of 2012. We tapped into key occasions throughout Summer 2012 which we knew shoppers would be planning to celebrate (Diamond Jubilee, Wimbledon, BBQ season) and inspired shoppers to purchase by telling them that their Summer 2012 events wouldn’t be as good as they could be without Diageo spirits & Schweppes mixers at the heart of them. We showed that they were the perfect British partners for great British events.

Results

  • 7.6% YOY increase in spirits sales for 12 week period
  • 67% consumers said the campaign acted as a reminder to drink spirits & mixers
  • 47% consumers said the campaign meant they were more likely to buy spirits & mixers




The campaign creative reinforced the role that Diageo & Schweppes could play for consumers' summer occasions and helped disrupt shoppers in store to ensure they were picked-up as part of their weekly shops.

VICTORIA WHITE
Shopper Marketing Planner