Diageo celebrates life with summer promotion – 23/04/08

The promotion’s central message is based on the insight that consumers globally enjoy celebrating moments

AMERICAS. Diageo is encouraging consumers to “˜Choose Your Destination, Share Your Celebration’ in its summer 2008 promotion involving several spirits brands.

In the Americas region, the participating brands are Crown Royal, Baileys, Smirnoff, Tanqueray, Gordon’s and Captain Morgan.

The promotion runs from June to September 2008 and is supported by in-terminal activities and POS branding, said Diageo. These include tasting bars scaled to suit different locations.

Consumers who take part in the promotional prize draw stand to win a trip for four to anywhere in the world. They will also be presented with a complimentary summer travel bag with purchase of the participating brands.

Consumer research results

The promotion is rooted in Diageo’s own consumer research which reveals that shopping behaviour is increasingly driven by three key experiential, motivational desires:

•Experimentation and variety across new categories
•Increasing personal connoisseurship and knowledge
•Creative expression in terms of signature drinks.

The promotion’s central message of celebrating life with the people closest to you is based on Diageo’s insight that consumers globally enjoy celebrating moments.

Diageo GTME Americas Regional Marketing Director Sandra Vaucher explained: “Our primary focus for this promotion is to encourage trial of new categories amongst existing shoppers keen to experiment and to target non-shoppers, who tell us how uninspired they are by the discount offers that dominate the sector.

“Our research with them validated the idea that they could be motivated to purchase by an aspirational travel-retail exclusive prize to share with family and friends. Here we have a concept that is easily understood, highly desirable to men and women and is intrinsically linked to our brands. I’m confident it will drive penetration into the broadest range of liquor categories and provides a unique opportunity for growth,” she added.

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