The drinks giant is hopeful that a sampling campaign in the multiples can breathe new life into Gordon's Edge, which sold 200,000 cases last year. It also plans to focus on increasing distribution on Archers Aqua, bolstered by the introduction of an apple variant last month.
Diageo's commercial PR manager, Paul Flanagan, said: "When we have launched new variants in the past we have always seen an uplift in sales. With Gordon's Edge there is still an opportunity in the off-trade with sampling and promotions."
The company is also giving its star performer in the PPS category, Smirnoff Ice, a boost with a new TV execution in the If Smirnoff made' advertising series. Running for a month from today (March 1), the commercial is part of the brand's £7m marketing budget.
Philip Gladman, marketing director for Smirnoff, said:"The campaign has been a huge success as people appreciate the sense of humour."