Coca-Cola Enterprises (CCE) and Diageo Great Britain (Diageo GB) are launching their biggest joint marketing campaign to date with the aim of increasing spirit and mixer sales in the off-trade.
Over £4 million has been invested in the campaign by the two companies to help retailers in promoting long mixed spirit drinks.
Radio, print, outdoor and in-outlet point-of-sale adverts will carry the strapline Together for a Better Summer, aiming to reach 95 per cent of the adult population.
CCE predicts that this population will be exposed to the advertising campaign an average of 14 times during the summer months.
Craig Smith, vice-president of 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.”
He went on to say that, not only will the campaign encourage people to order the long drinks when in bars or pubs, but it will inspire them to create their own “bar-quality” drinks at home.
Last month, CCE announced that its three top brands made £1.01 billion in the last year in the UK.