Diageo has launched a £2.5m marketing campaign for its ‘Cocktail Collection’ trio of premium ready-to-serve bottled cocktails.
The campaign runs across TV, digital platforms and social media. Alongside a Hello Fresh brand partnership, a mass sampling campaign is due to reach over 283,000 consumers, and influencer marketing will target more than seven million followers. There will be further activations across the off-trade and online through the creation of POS material.
The activity comes with the news that the Cocktail Collection has become GB’s number one product in the RTD category, according to Neilsen Scantrack data.
The range, which launched in March, takes in three of Diageo’s leading brands to offer Johnnie Walker Old Fashioned (20.5% ABV), Tanqueray Negroni (17.5% ABV), and Cîroc Cosmopolitan (17.5% ABV). Each 50cl bottle (RSP £15) contains five serves and the range is also available in 100ml cans that RSP at £3.90.
Nin Taank, Diageo’s RTD Marketing Manager, said: “We know that consumers are still looking for ways to create quality, memorable experiences at home, and The Cocktail Collection has been developed specifically to provide people with an easy way to elevate these moments.
“We have been bowled over by the response so far and the success of the collection truly demonstrates the vibrancy of the premium cocktail and RTD trends. Whether you’re looking for a gift for a loved one, having a dinner party with friends or want to treat yourself and your partner; the range aims to revolutionise the way people enjoy cocktails at home, as well as enable people to pour the perfect serve every time without the hassle.”
