SERVED, the ready-to-drink cocktail and hard-seltzer brand co-owned by pop singer Ellie Goulding, has launched its biggest above-the-line campaign to date.
Focusing on its 8% ABV double-measure cocktail range, the four-week ‘Summers Too Short For Bad Cocktails’ campaign is rolling out across 970 sites, including 48-sheets, 16-sheets and escalator panels across London Underground, key railway stations, and beacon London locations.
It is expected that the campaign will be seen by over 4.5m adults, 46% of Londoners, and achieve 160 million impressions for the brand.
The campaign will also roll out UK-wide via paid social, digital marketing, and organic social – including Ellie Goulding’s own social platforms with a combined 30m followers.
A sampling campaign of over 120,000 cans will run in parallel over the summer, targeting cocktail drinkers across London, Birmingham, Leeds, Brighton and Manchester.
The campaign follows the brand’s rapid growth, having secured listings with Tesco, Morrisons, Ocado, WHSmith, Co-op, Budgens, Londis, and Shell.
SERVED co-founder Dean Ginsberg commented: “It was important to us to create a campaign that put our product front and centre. But we also wanted to recognise that the category has historically been dominated by lower-priced, lower-quality options, where nearly a third of non-RTD drinks consumers cite product quality as a major barrier.”
Ellie Goulding added: “We set out to create cocktails that are as fresh and delicious as the ones in your favourite bar, but in a convenient format, allowing everyone to enjoy a high-quality drinking experience, wherever they choose. This campaign was designed to reflect that: a core quality message, delivered in a relatable and engaging way.”
