"Diageo GB yesterday launched a multimedia campaign for its Premix range with Dare, aiming to encouraging consumers to 'mix up' their weeknights by having a Premix drink. The new campaign forms part of a substantial £5.9million investment by Diageo GB in its Premix range over the coming year, and is the first campaign created by Dare since it won the integrated business in April."
"The latest Premix activity 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. With the tagline 'yes you can', the adverts feature a 'stylish' character and his friends following pursuits such as canine knitting and model ship building, to entice consumers to try something a bit different on a week night."
"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."
Diageo GB launched a multimedia campaign for the Premix range created by Dare, supported by a £5.9 million investment over the coming year. The activity introduces a new strategy and visual identity and includes three 30-second TV commercials, a 60-second online film, six radio ads, online advertising and a Facebook competition. The campaign uses the tagline 'yes you can' and features a 'stylish' character and friends engaging in quirky pursuits such as canine knitting and model ship building to encourage weeknight Premix drinking. The social media element offers a closer glimpse into characters and runs a competition to win a fridge stocked with Premix drinks. Diageo's Premix range is growing ahead of the market and the campaign aims to support and maximise that growth with fun, engaging communications that reach a broad range of consumers.
Read at The Drum
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