Threebrand campaigns for Diageo, Graham's and Sunmagic
Threebrand has completed a trio of high profile summer briefs, including the launch of Graham’s dairy's new ice cream range, a global summer promotion for Diageo and relaunching Sunmagic pure fruit juices and smoothies.
Commenting on the work, Nick Cadbury, Threebrand creative director said: “We have been enjoying some pretty busy times, which is great given the current climate and negative effect on our sector. We have had an opportunity to work with some of our well established clients on new creative activity rolling out across the summer period, plus some new business wins from Bushmills and Smirnoff always keep us on our toes."
Threebrand recently launched Graham’s the family diary, new range of ice cream. The range includes Gold, Organic and Scottish Dairy, featuring new packaging and marketing support. Threebrand created the look and feel for the range while keeping in line with the core Graham’s brand, launching under the summer theme of ‘have an ice day’.
Supporting activity includes outdoor adshells located close to stockists to help drive awareness, sales promotion including; instore tastings, promotion give aways (T-shirts, badges, money off vouchers), plus cross category packaging prompts. The range has secured listings in supermarkets including Sainsbury and Tesco.
Diageo also commissioned Threebrand to create a global promotional activity to inspire and attract consumers to its portfolio of white sprits and liqueurs including brands; Baileys, Smirnoff and Gordons Gin this summer in Airports around the globe.
Threebrand’s solution was to capitalise on the strong image of that first drink moment on holiday, bright Summer imagery and a range of cocktails, creating communication material that stretched across the mix of store environments in Airports, Cruise ships and Airlines.
Diageo customer marketing director GTME Mike Greggs explained: “From our qualitative research we’ve seen that consumers place a remarkable emotional emphasis on that very first drink of their holiday; the travelling and the hassles are over at last and this is the pivotal ‘the holiday starts here’ moment.
"We want this campaign to evoke that emotion by reminding them of just how wonderful it is to have their favourite drink to celebrate one of the highlights of their year. For many travellers, we believe that emotion will be stronger than ever this year and we can persuade them to celebrate both away and at home.”
Continuing the summer theme, Multiple Marketing enlisted the Threebrand team to help re-engage with key trade and consumers via a summer focused campaign to help relaunch the Sunmagic product range of pure fruit juices and smoothies.
Threebrand developed creatives for the campaign including: a new advertising concept for the brand encouraging consumers to ‘splash the sun on your taste buds’ featuring across multiple outdoor advertising (6 and 48 sheet), with trade and consumer print advertising and PR support.