Diageo premix range to sponsor Absolute Radio Hometime show

Published: 08 August, 2011

Diageo Great Britain (GB) premix range is to sponsor the Sony, Geoff Lloyd Hometime show on Absolute Radio, in a bid to target end of day drinkers.

The key message for the activity is that a Diageo Premix can is a great drinks choice at end of the working day as it provides an accessible and convenient format for consumers to enjoy its spirit and mixer drink at home.

The sponsorship beginning in September, is for a six figure sum over a six month period and will be aimed at Absolute Radio audience 25-44 year olds.

It will encourage trial and repeat purchase of a range of seven Diageo Premix drinks which includes Pimm's, Archers, Bell's blended Scotch whisky and Gordon's gin.

The campaign will also be supported by a spot campaign for Diageo's Smirnoff range.

Charlotte Brown, innovation manager at Diageo GB, says: "Our Premix cans offer a mixed spirit drink which is simple and convenient to serve.

"By working with Absolute Radio, it will help ensure our target audience is aware of this cost-effective and great tasting option when they are selecting an evening drink at home."

Louise Simkins, branded content director at Absolute Radio, says: "Geoff Lloyd and the award-winning Hometime show team have an incredible proven record in terms of dramatising brand propositions and this campaign will aim to provide exceptional creative delivery to highlight the everyday relevance of these products."

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