UK: Diageo readies UK film promotional push for 2009
Diageo has lined up a sponsorship slot in the UK with satellite television channel Film4.
The drinks giant said yesterday (22 December) that the deal with Film4, which begins in the New Year, will see its portfolio bookend films starting at 1900 and 2100 every night throughout 2009.
The sponsorship, worth GBP2m, will contain idents that will highlight Diageo brands including Smirnoff, Gordon's gin and Morgan's Spiced rum. The deal will run concurrently with the Guinness and Baileys sponsorship Diageo has of all films from 1800 onwards on Channel4, E4, More4 and the 2300 showing on Film4.
"We are excited about the opportunity this partnership will give Diageo to show how a great-tasting - and easy to make - spirit and mixer drink, such as a gin and tonic can make your night at home in front of a movie, that extra bit special," said Ali Wilkes, Great Britain spirits category marketing manager at Diageo GB.
The company's GB unit said it hopes to unlock GBP110m of incremental profit from the spirits and mixer category.
Diageo GB added that it is looking at a DVD giveaway with spirit purchases made within specific grocers in the UK this Spring.
Drinks giant Diageo acquired the remaining stake in US premium cocktail mixer group Stirrings on Tuesday (16 June), just a day before announcing plans to cut more than 100 jobs in Ireland as part of a...
Blavod Extreme Spirits, the UK-based drinks group, has reported a 45% rise in net sales for its fiscal full-year....
See the top ten news stories published by just-drinks this week....
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....
Diageo GB is to invest GBP3m (US$4.9m) in an advertising campaign for its Morgan's Spiced rum brand this summer across the UK....
Netherlands-based brewer Heineken has confirmed that a malting plant is set to be built near its new shared brewery in South Africa, but dismissed suggestions that it will have ownership....
Diageo plans to cut more than 100 jobs in Ireland as part of the group's global restructuring plan in the economic downturn....
Diageo Great Britain is to launch a GBP3.65m marketing campaign to support the UK launch of Smirnoff flavoured vodkas....
- PepsiCo to consider more re-franchising - CEO
- Focus - SABMiller's Q1 Performance by Region
- Analysis - SABMiller's Australian issues continue
- Brazil could have been worse - Coca-Cola Co CEO
- Analysis - Coca-Cola fails confidence test
- Diageo's Captain Morgan Facebook ad banned
- Alcohol retailer group appoints new chairman
- Sales, profits fall at Moet Hennessy in H1
- Diageo faces public consultation over W&M sale
- William Grant silent on Drambuie bid talk