Diageo launches colourful Christmas shopper campaign
Drinks giant Diageo is to launch a colourful Christmas shopping campaign which aims to bring the colours of spirits direct to the point of purchase.
Devised by WARL, the shopper marketing agency, it will encompass some of the firms biggest brands; including Baileys, Smirnoff vodka, Gordon’s gin and Pimms.
Intended to create an emotional bond between consumer and beverage the campaign will be leveraged directly at the point of purchase to combat deep price cuts.
Paul Cornell, Diageo’s customer marketing chief, said: “The campaign illustrates how adding colour to your drinks, will add colour to Christmas entertaining. It is critical we provide shoppers with insightful news, delivered in an engaging way to stop, inspire and deliver a long-lasting benefit. Only with these ingredients will we grow the category and drive full value sales.”
Kerry Bateman, partner at WARL, added: “In most Diageo international markets, purchase barriers emerge when shoppers are faced with a high-ticket bottle of spirits compared with lower outlay, more frequency and familiar purchases like beer. To address this barrier, our campaign recognises the elevated special nature of the consumption occasions around Christmas, manifesting high-end brand value at the moment of purchasing truth”.