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Diageo gets fruity with summer spirits push
Diageo is planning to hand out 200,000 limes around UK city centres as part of a £1.6m summer campaign to support its spirits range.
The ‘Bring home the spirit of summer’ off-trade push will support Diageo brands including Pimms, Smirnoff and Gordons Gin. The limes will be handed out to provide inspiration for different drinks recipes.
Other marketing support includes a radio competition inviting listeners to pick a song that defines summer.
Diageo will also create a Facebook group for the promotion and send out email alerts around the activity. The overall promotion will be supported with instore POS, press and outdoor advertising.
Summer accounts for 32% of Diageo’s off-trade spirits sales, making it the second most profitable period for the category after Christmas.
Diageo GB director of category marketing Russell Jones said: "Summer is a hugely important season for the spirits category in the off-trade and we want to provide a campaign specifically to drive purchase and encourage consumers to create and try long mixed spirits drinks at home."
The spirits campaign will follow the current off-trade push behind Guinness, to support the 250th anniversary of the opening of its Dublin brewery.