Diageo aims to mix it up

Diageo has launched a multimedia campaign for its premix range in the UK, aiming to encourage consumers to “mix up” their weeknights by having an RTD.

The new campaign forms part of a £5.9million investment by Diageo in its premix range over the coming year.

The campaign incorporates a brand new strategy and visual identity and consists of three 30 second TV commercials, a 60 second online film and Facebook competition, six radio ads and online advertising.

Under the tagline “Yes you can”, the adverts feature a “stylish” character and his friends doing activities such as canine knitting and model ship building, to encourage consumers to try something a bit different on a week night.

Consumers will be able to find out more about the characters through the social media campaign, which will include a Facebook competition to win a fridge containing premix drinks.

Alice Ponti, innovation of manager premix, Europe, at Diageo, said: “The Premix category is performing extremely well at the moment, with the whole category in growth, and Diageo’s Premix 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.”