Diageo-owned spirit drink brand Parrot Bay has launched a new campaign to drive product awareness among a female audience.
To kick off the £2m marketing drive, a two-week out-of-home (OOH) campaign began yesterday (16 March) carying the strapline 'Fruity Fun for the Weekend' to tap into the growing demand amongst female consumers for sweeter tasting drinks which can be bought to enjoy with friends.
The OOH activity will be followed by a digital partnership with Daily Mail Online and Metro featuring both Parrot Bay Spirit Drink and Parrot Bay Frozen Cocktails throughout May and June.
A new TV ad supporting Parrot Bay Frozen Cocktails will launch in July to drive awareness and education of the product as well as awareness of the Parrot Bay trademark as a whole.
Meri Parvento-Wicks, innovation commercialisation manager at Diageo commented: “Following the success of Parrot Bay Frozen Cocktails we hope the above-the-line campaign will drive excitement and awareness in the new Parrot Bay Flavoured Spirit Drinks. We see the full range appealing to 18-25 consumers searching for a variety of fruity flavoured spirit drinks at an accessible price point.”
The brand launched in 2013 with its Freeze and Squeeze cocktail pouches, and has since sold five million units in the UK to date.