Three 30-second TV ads, a 60-second online film, a Facebook competition, six radio ads and online advertising aim to promote the 15-strong range, which includes mixes of Smirnoff, Gordon’s and Captain Morgan’s Spiced.
The ads show “an effortlessly stylish character and his suave sidekicks enjoying weird and wonderful pursuits such as canine knitting and model ship building to the hypnotic rhythm of the synthesiser”, with the strapline “yes you can”.
Pre-mix sales have grown 36% by value this year, making it the fastest-growing drinks category, Diageo said. Its range has a 53% share of the category and is growing at 70%, with five new varieties launched in the past eight months.
Innovation manager for pre-mix Alice Ponti said: “The pre-mix category is performing extremely well at the moment, with the whole category in growth, and Diageo’s pre-mix range growing ahead of the market.
“It’s important that we continue to support the range to maximise this growth, and through our new campaign, we are doing so in a way that will be fun and engaging, and reach a broad range of consumers.”