Spirits company Diageo Australia has launched a shopper marketing campaign called ‘Summer drinks are calling’ created by The Station Agency.
The campaign comes after the launch of Mixionary.com.au and encourages consumers to mix, shake and stir their own drinks at home.
From January 6 a burst of outdoor ads will run across Australia with headlines such as ‘love that holiday feeling’ and ‘make the most of summer’.
Point of sale materials tailored to individual retailers are also part of the activation along with online and consumer magazines.
Retailers will also offer a soda siphon and ice maker for a fee when consumers buy two bottles of Smirnoff vodka, Pimm’s, Bundaberg Five rum, Gordon’s gin and Jose Cuervo tequila.
Matt Bruhn, Diageo Australia marketing director, said: “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.”
“This innovative marketing activity aims to help drive brand growth, encouraging shoppers to consider spirits when summer drinks are calling."
Credits: client Diageo Australia, creative The Station Agency, PR One Green Bean.