UK: CCE and Diageo team up for off-trade drive

By just-drinks.com editorial team | 18 June 2009

Coca-Cola Enterprises (CCE) has teamed up with Diageo UK to launch a "multi-million pound" marketing campaign to drive spirit-mixer sales in the off-trade.

On pack activity will feature recipes for "the perfect" Gin & Tonic, Moscow Mule, Pimms & Lemonade and Vodka Russchian, the company said today (18 June).

The recipes will run across Schweppes Tonic, Schweppes Lemonade, Schweppes Canada Dry Ginger Ale and Schweppes Russchian packs.

The campaign will also feature sponsorship of Film 4's 7pm and 9pm movies running throughout 2009.

Price promotions throughout July and August will further support the campaign and includes 'Schweppes Lemonade' 2-litre bottles with a promotional price of GBP1.50 (US$2.45) for two and 'Schweppes' mixers available at a promotional price of GBP1.60 for two.

Ed Knight, head of communications, Coca-Cola Enterprises said: "This year's partnership with Diageo will really drive spirit-mixer sales over the summer with 'Schweppes' alignment with 'Smirnoff' and 'Pimm's' helping attract more 30-something's into the spirit-mixer category whilst 'Gordon's and Schweppes Tonic' will help retain consumers aged 45 plus."

Sectors: Soft drinks, Spirits

Companies: Diageo, CCE, Smirnoff