Diageo has positioned its Quinn's fermented fruit newcomer as a drink unlike any other and its advertising also fitted this unique role. Set in an animated tropical rainforest, the lively TV ad showed a plant that grew and eventually produced the fruity alcoholic drink.

The TV advertising, part of an £8.5m support package for the brand, is aimed at its target audience of consumers in their mid to late 30s.

Diageo said Quinn's was its biggest product launch in five years and it hoped the launch would reinvent the ready-to-drink category by presenting a segment with a more sophisticated image. Not only was it was a new approach for the category, but the advert clearly demonstrated the fact that the drink is 100% fruit.