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.
ATL 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, told OLN: “It's easy for consumers in bars to buy long drinks but not so easy to buy together in-store as they aren't merchandised together.
“The aim is to cross-merchandise these categories so the ATL campaign makes this link at the front of consumers' minds.”
Craig Smith, vice president 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 were to 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 ATL 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.