Diageo has launched a convenience exclusive on-pack promotion across five of its RTD lines.
The initiative aims to help retailers capitalise on the growing RTD segment and marks the first time the drinks company has launched on-pack promos for its RTD products.
Until August, shoppers have the chance to win a series of prizes every day – from a trip to Ibiza for two, to branded merch and taxi vouchers.
The on-pack promo 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 must buy a can and scan a QR code.
Retailers could make the most of the campaign with exclusive PoS displays to drive shoppers to stock up, said Diageo.
“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 bestselling 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.”
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