UK - Coca-Cola Enterprises and Diageo Great Britain have teamed up to launch their biggest joint marketing campaign to date, in a bid to drive spirit and mixer sales in pubs and supermarkets.
The activity will promote Gordon's and Schweppes Tonic, Pimm's and Schweppes Lemonade and Smirnoff and Coca-Cola,
The £4m campaign will headline with some of the nation's most popular spirit and mixer-drink combinations, with the aim of reminding consumers to consider spirit and mixer drinks for their summer drinks occasions.
The ad campaign, created by Saatchi & Saatchi X, will include radio, print, outdoor and in-outlet POS, carrying the strapline 'Together for a Better Summer'.
Craig Smith, vice-president marketing and strategic planning at CCE, said: "It makes sense for the leading spirit and mixer brands to work together to ensure consumers are getting the most out of their mixed-drink experience."
David Smith, sales director at Diageo GB, said: "Last year, retailers getting behind summer spirits drove £3.4m in additional sales, with 500,000 more households buying into spirits over the summer months.
"In 2010, the World Cup will provide a great opportunity for spirits and mixers, driving at-home social occasions further, from June. The World Cup will encourage an increase of at-home drinks occasions in June, and spirits are likely to be consumed in at least 20% of at-home occasions."