Diageo revamps key brand campaigns for Christmas

By Emily Kearns, Erin Smith

Published: 14 October, 2013

Diageo will be investing heavily in new media campaigns for its key brands Baileys, Smirnoff and Johnnie Walker Red Label for the upcoming festive period.

Johnnie Walker Red Label, which represents 70% of volume sales globally for the iconic whisky brand, will be launching a new ad campaign and will be running a TV ad for the first time in 50 years from November.

The new Red Label campaign, a £7.2 million investment, is being launched in the hopes of bringing in a younger generation of whisky drinkers.

Baileys will be focusing the majority of its festive ads around its new variant Baileys Chocolat Luxe. Diageo will also be investing in a heavy TV ad campaign worth £5.5 million, which began running last week. There will be a holiday-specific advertisement as well, which was recently filmed in London, by a famous director and choreographer that has not yet been released.

Additionally, the biggest brand name in the spirits world, Smirnoff, will also be upping investment in media to the tune of £7.5 million. The new ad campaign, which started running in September will also help to promote the new Smirnoff Gold, which is a blend of Smirnoff No.21 premium vodka, a hint of natural cinnamon flavouring and 23 carat gold leaf suspended in the bottle.

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