Diageo launches its first ever Australian cross-category campaign
Alcohol giant Diageo has launched its first cross category Australian campaign, promoting five of its alcohol brands with the same creative and messaging.
The cross-category campaign uses the overarching tag line “Summer Drinks Are Calling” to promote mixed drinks to consumers.
The move is the first time Diageo has promoted a number of brands under one campaign, and is the first work by The Station Agency since being appointed to the account in June.
Diageo Australia marketing director Matt Bruhn told Mumbrella: “It is a deliberate shift in strategy to the mixed drink space – no one in the alcohol space is really doing this so we feel there’s a gap in the market.”
“Google Analytics tell us that hundreds and thousands of people are searching for how to make Singapore Slings, Old Fashioned, Tom Collins and so on. There’s a renaissance in cocktail drinking and we’ve responded to that. We recognise our brands have a role to play -we’re targeting a motivation, not a product.”
The campaign promotes Smirnoff vodka, Pimm’s, Bundaberg Five rum, Gordon’s gin and Jose Cuervo tequila.
It builds on the cross-category focus for Diageo which launched a website for mixed drink recipes, Mixionary, in October. The campaign will be implemented in stores, in partnership with ten national retail partners, using point of sale and in-store promotions.
Bruhn added in a press release: “With summer now here, we know that Australians will be hosting a range of social gatherings, and we want to make sure spirits are front of mind when people are thinking about the perfect drink for these occasions. While Mixionary.com provides consumers with the know-how to fashion mixed drinks, this Summer Drinks campaign is ensuring we remind them of this at the point of purchase.”
really?….if Pimms was a person..I am pretty sure they would not be hanging out with Jose Cuerva….just saying
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Good strategy but does the ‘summer drinks’ positioning need to be communicated in 3 ways in the same execution – just in case we don’t get the headline, there’s a lock-up and its repeated again in the body copy.
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