Diageo gears up to drive spring sales

Diageo is launching a spring campaign under the slogan “Perfect Easter, Perfect Choice” to drive its spirit sales in the UK this season.

This campaign to encourage people to enjoy spirits with friends and family comes as a result of the group’s findings that 90% of people will spend time at home over the Easter weekend.

Laura Pearce, shopper marketing manager at Diageo, said: “Over Easter shoppers will be enjoying extra days off work and many will take the opportunity to spend more time socially with their friends and family. As such, Easter is a key period for spirits sales.”

Advertising will be visible in 380 retailers across the UK, on trolleys, in stores and online. A further 80 stores will use television media and 200 more will be advertising the sales drive as they see fit, over the Easter holidays.

Baileys will feature prominently in the campaign, as this is the brand’s biggest sales period after Christmas. Last year’s Easter holiday saw the drink reach an additional 260,000 households nationwide, according to Diageo.

One promotion during this year’s campaign will see retailers offering consumers the chance to win a £50 voucher when they buy a one-litre bottle of Baileys, Gordon’s, Smirnoff or Bell’s.

Pearce added: “The campaign offers added value and will drive awareness and excitement around spirits for the Easter occasion. As a result, we expect to see added sales uplift across the brands involved.”

Rupert Millar, 29.03.2010