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A night in with Diageo
Diageo has stepped up its film sponsorship in the UK, announcing a new deal with Film4. The £2 million agreement will run throughout 2009, covering the channel’s nightly 7pm and 9pm films. The campaign will feature key brands from the company’s spirits portfolio, including Smirnoff vodka, Gordon’s gin and Morgan’s Spiced rum.
Ali Wilkes, UK spirits category marketing manager for Diageo, explained the motivation behind the deal, saying: “We are excited about the opportunity this partnership will give Diageo to show how a great-tasting – and easy to make – spirit and mixer drink, such as a gin and tonic can make your night at home in front of a movie that extra bit special”.
Diageo already sponsors all films on Channel 4, E4 and More4, as well as Film4’s 11pm slot, with its Guinness and Bailey’s brands. The company has estimated this campaign has the potential to create £110 million incremental profit by increasing the number of opportunities available for consumers to enjoy a drink at home.
As a further extension to Diageo’s film links, the company is currently exploring the option of a DVD offer with spirit purchases. This next step is likely to be implemented in the spring.
Gabriel Savage, 14.01.09