With ready-to-drink (RTD) cans seeing strong growth in the convenience channel, Diageo is launching a major campaign to help retailers tap into this opportunity.
Featuring an on-pack promotion across some of its RTD range, the promotion offers shoppers the chance to win a series of prizes – from a trip to Ibiza, to branded merch and taxi vouchers. The on-pack promotion will run across Gordon’s Gin & Tonic, Gordon’s Gin & Diet Tonic, Gordon’s Pink Gin & Tonic, Smirnoff Vodka & Cola, and Smirnoff Raspberry Crush. To enter, consumers have to buy a can and scan a QR code.
“We know that consumers see ready-to-drink cans as convenient and affordable,” said Janel Fatania, Customer Marketing Manager at Diageo. “There are over 200+ RTD brands in the impulse channel, but it is the top 20 brands that deliver 88% of the category value. As the top-performing brands in the category, retailers should be showcasing these brands in-store to drive basket spend per shop as well as meet customer expectations.
“Our new on-pack promotion aims to help retailers drive sales in-store and is on five of our best-selling RTD products across the Gordon’s and Smirnoff brands. With exciting prizes up for grabs like a trip to Ibiza for two, we hope that retailers experience increased basket spend per shop, especially as we approach the summer season with products perfect for on-the-go.”
The campaign will run until the end of August, with retailers able to access point-of-sale displays from Diageo.
