Coca-Cola and Diageo join forces

19 March, 2010

Coca-Cola Enterprises and Diageo are hoping the launch of their “biggest joint marketing campaign” will drive spirit and mixer sales and increase basket spend.

The two drinks giants will spend more than £4 million in a through-the-line campaign to promote long mixed spirit drinks, including Gordon’s and Schweppes tonic, Pimm’s and Schweppes lemonade and Smirnoff and Coca-Cola.

Above-the-line activity for Diageo spirits and Schweppes mixers will feature on radio, print, outdoor and POS from May to August, carrying the strapline Together for a Better Summer.

David Smith, sales director at Diageo, said: “It’s easy for consumers in bars to buy long drinks but not so easy to buy them together in-store as they aren’t merchandised together.”?Craig Smith, vice president for marketing and strategic planning at CCE, said: “Only 17% of spirits baskets contain a mixer and 26% of mixer baskets contain a spirit at the moment.

“If we double that it would equate to £230 million of retail sales value. That’s the sort of big ambition we have.”?The two companies believe the ad campaign will reach 95% of the adult population, who will see it an average of 14 times during the summer months.

Smith said he hoped the joint initiative was the start of a “much longer and more complete relationship” between CCE and Diageo.

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