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Diageo unveils major Easter sales drive

Published:  19 March, 2010

Diageo is looking to drive spirit sales through the Easter period with the roll out of a new advertising and promotional campaign entitled 'Perfect Easter, Perfect Choice'.

It is hoping to use the long Easter weekend to drive additional spirit spending with similar marketing devices that have proved so successful over Christmas.

Activity will include brand-led above the line investment and in-store cross category initiatives through the major grocers and specialists.

Retailer specific activity will include an offer that will give consumers the chance to win a £50 voucher when they buy any 1 litre bottle of Baileys Irish Cream Liqueur or Baileys Flavours, Gordon's Gin, Smirnoff vodka or Bell's blended Scotch whisky.

This will be supported by online activity in the week before Easter and in-store TV support in 80 stores as well as a poster campaign outside 200 stores nationwide.

Laura Pearce, shopper marketing manager at Diageo GB, said: "Over Easter shoppers will be enjoying extra days off work and many will take the opportunity to spend more time socially with their friends and family. As such, Easter is a key period for spirits sales and this year's 'Perfect Easter, Perfect Choice' activity brings together category, retailer and brand investment to create occasionality and drive shoppers into stores. The campaign offers added value and will drive awareness and excitement around spirits for the Easter occasion. As a result, we expect to see added sales uplift across the brands involved."