Diageo trying out colour-based 'emotional triggers' in summer marketing campaign
Diageo is set to unveil its latest 'Add Colour to Summer' campaign, which attempts to use colour as an emotional trigger to encourage increased shopper conversion for brands including Gordon's Gin, Captain Morgan Original Spiced Rum, Johnnie Walker Red Label and Smirnoff.
Campaign: A selection of the promotional material
Created by WARL, the campaign is designed to fill a gap in the summer market for spirits as statistics have shown wine and beer and the more traditional drinks choices during the hot weather. The campaign uses long mixed drinks to utilise colour and prompt more shopper interest in Diageo's spirits range.
Kerry Bateman, partner at WARL, said: "In most Diageo international markets, purchase barriers emerge when shoppers are faced with a high-ticket bottle of spirits compared with lower outlay, more frequent and familiar purchases like beer.
"Yet qualitative research indicates that mixed spirits drinks can provide refreshing, fruity, possibilities which feel perfect for summer occasions. Moreover, with their different back stories, serves and colour, spirits can deliver a superos summer drinking experience to beer and wine."
The promotional material will run across Diageo's European retail channels, appearing in mainstream supermarkets, convencience stores and off-licences. The campaign will utilise posters, gondola end displays, large free-standing displays and counter-top units. Leaflets providing long-drink recipes will also be available.
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