Diageo launches cross-category shopper Summer campaign via The Station Agency

Summer’s here at last, and to celebrate, leading spirits producer Diageo Australia is inspiring people to enjoy summer drinks with its first cross-category shopper marketing campaign via The Station Agency. Spanning outdoor proximity marketing, bespoke POS, promotions, online and customer magazines, the activity sits under the ‘Summer drinks are calling’ banner and is designed to drive spirits category growth.

Harnessing the same insight as Mixionary.com, which inspires consumers to mix drinks at home, this new campaign educates consumers at the point of purchase. With a focus on five brands within the company’s spirit portfolio – Smirnoff vodka, Pimm’s, Bundaberg Five rum, Gordon’s gin and Jose Cuervo tequila – it demonstrates how mixed drinks can make casual get togethers even more memorable and is designed to give people the knowledge to confidently make mixed drinks at home.

Executed across 10 national retail partners, campaign assets use enticing imagery to bring the concept to life. From 6 January 2013, a burst of high-impact proximity outdoor advertising will run across Australia and feature headlines including ‘Love that holiday feeling’ and ‘Make the most of summer’.

In-store, POS including gondola ends and fridge decals will carry the ‘Summer drinks are calling’ tagline and will be tailored for each retailer. Driving further engagement, a promotion provides shoppers the chance to add theatre to the experience of serving mixed drinks at home, with each retailer having a bespoke item to offer, including a soda siphon and ice maker.

Transporting ‘Summer drinks are calling’ online, Diageo has invested in banners on key retailer websites, whilst off-line, further presence is driven in shopper-affiliated magazines.

Says Matt Bruhn, Diageo Australia marketing director: “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.”