Diageo is kicking off a £2m marketing spend for flavoured spirit and frozen cocktail brand Parrot Bay with a two-week outdoor campaign.
Launching this week, the ads feature the strapline “Fruity Fun for the Weekend” and aim to introduce the range to 18 to 25-year-old female consumers looking for sweeter-tasting drinks.
The outdoor activity will be followed by a digital partnership with the Mail Online and Metro during May and June, featuring the brand’s flavoured spirits and its frozen cocktails. A TV ad for the frozen cocktails will follow in July.
“Following the success of Parrot Bay frozen cocktails we hope the campaign will drive excitement and awareness in Parrot Bay flavoured spirit drinks,” said Meri Parvento-Wicks, innovation commercialisation manager for Diageo GB. “We see the full range appealing to 18 to 25-year-old consumers searching for a variety of fruity flavoured spirit drinks at an accessible price point.”
Diageo launched the 19% ABV flavoured spirits in November in three flavours: strawberry, coconut and passion fruit.
Parrot Bay’s frozen cocktails doubled in sales value last year to £6m, becoming one of the ten best-selling RTDs [Nielsen 52 w/e 11 October 2014].