Leading Drinks Companies Get Behind Royal Wedding Celebrations

Saturday, April 09, 2011

CCE and Diageo GB have both ensured that they are helping retailers make the most of the Royal Wedding occasion and as part of the campaign for their long-term, joint initiative to drive spirit and mixer sales, they will run a special Royal Wedding radio execution and a Royal Wedding-specific print ad reading, 'Let's Celebrate the Royal Wedding (and the extra day off)'.

In addition to the joint initiative activity, CCE will be marking the occasion with special limited edition themed packaging across a range of Schweppes® SKUs including Lemonade 2ltr, Slim Lemonade 2ltr, Tonic 1ltr, Slim Tonic 1ltr, Soda 1ltr, Canada Dry Ginger Ale 1ltr, Bitter Lemon 1ltr and Slim Bitter Lemon 1ltr.

Since being granted the Royal Warrant in 1837, Schweppes packaging has proudly stated 'By Appointment to Her Majesty Queen Elizabeth II'. The Schweppes Royal Wedding commemorative packs will feature the Royal Warrant and an eye-catching celebratory silver ribbon design with copy announcing '29th April 2011, Celebrating the Royal Wedding, Prince William of Wales, Miss Catherine Middleton'.

Simon Miles, Head of Shopper Marketing at CCE, comments:"The Royal Wedding will be a huge nationwide celebration and consumers will be looking for iconic brands like Schweppes that represent the best of British, to give their Royal Wedding celebrations a regal twist.

"Schweppes' commemorative Royal Wedding limited edition packs will help retailers make a point of difference in store and catch customers' attention. Many shoppers will be keen to display themed packaging at home as part of their celebrations and to also keep as a souvenir of the event. Schweppes limited edition packs will be available from early April and retailers can make the most of this sales opportunity by keeping stocked, and creating impactful theatre and display in store using POS to highlight this exciting occasion."

Diageo GB will also be running a number of brand specific initiatives to coincide with the Royal Wedding.

As the quintessentially British summer drink, Pimm's® is expected to prove particularly popular during the Royal Wedding celebrations, with consumers enjoying its sharing pitcher serve with family and friends during the weekend of the wedding. Retailers are encouraged to stock up now and maintain stock levels and visibility in the run up to the event, to maximise the sales opportunity on offer.

Smirnoff® vodka will be up-weighting media plans around the wedding weekend, with a £700,000 TV spend planned in April for the 'Why Compromise' TV ad which emphasises the quality credentials of the brand. Smirnoff Flavours will also be supported with two weeks of outdoor media in April. The brand will be using social media to drive consumer awareness of Smirnoff at this key time of year by activating relevant Facebook status updates to its 400,000 online fans.

The team behind Gordon's® gin will be engaging in a relationship marketing campaign, asking consumers to vote on a new cocktail to mark the Royal occasion. The chosen serve will be crowned 'The Gordon's® Royal Cocktail' on 29th April and publicised through print activity to maintain consumer awareness and excitement around the brand. 
Baileys® Irish Cream liqueur will be back on TV throughout April with its popular, 'Let's Do This Again' TV ad featuring the strapline 'Baileys, Bank Holidays and Friends. Let's Do This Again'. This will be supported by Facebook activity including sharing recipes, competitions and news with the 75,000 current online fans.

Louise Curran, Head of Shopper Marketing at Diageo GB, commented:"The Royal Wedding falls in the middle of what will be a celebratory time as consumers get together over Easter, the bank holidays and the day of the wedding itself. The Royal Wedding provides the first major hosting event after Christmas and we know that in their quest to host a special celebration, many consumers will turn to spirits, as 60% of shoppers view spirits as 'something special' and 20% of consumers select spirits for small get-togethers at home . By supporting our core brands with themed, awareness driving initiatives to tie in with this celebratory month, we aim to help retailers fully maximise this opportunity."

- ENDS -

For more information please contact Suzanne Surridge on 020 7485 0100 or email suzanne@mercieca.co.uk

Notes to editors

• The GORDON'S, PIMM'S, BELL'S and SMIRNOFF words and associated logos are trade marks © Diageo 2011.
• Schweppes is a registered trademark of Atlantic Industries
• Schweppes the Great British brand• In 1783 created by Jacob Schweppes the inventor of the carbonation process
• In 1837 Queen Victoria granted Schweppes the Royal warrant; honoured by all successive monarchs to date
• SKU's included, Lemonade 2ltr, Slim Lemonade 2ltr, Tonic 1ltr, Slim Tonic 1ltr, Soda 1ltr, Canada Dry Ginger Ale 1ltr, and Slim Bitter Lemon 1ltr

About Diageo

Diageo is the world's leading premium drinks business with an outstanding collection of beverage alcohol brands across spirits, beer and wine. These brands include Johnnie Walker, Crown Royal, JεB, Windsor, Buchanan's and Bushmills whiskies, Smirnoff, Cîroc and Ketel One vodkas, Baileys, Captain Morgan, Jose Cuervo, Tanqueray and Guinness.Diageo is a global company, with its products sold in more than 180 countries around the world. The company is listed on both the New York Stock Exchange (DEO) and the London Stock Exchange (DGE). For more information about Diageo, its people, brands, and performance, visit us at Diageo.com. For our global resource that promotes responsible drinking through the sharing of best practice tools, information and initiatives, visit DRINKiQ.com. Celebrating life, every day, everywhere.

About Coca-Cola Enterprises

Coca-Cola Enterprises, Inc. is the world's third-largest independent Coca-Cola bottler.  CCE is the sole licensed bottler for products of The Coca-Cola Company (TCCC) in Belgium, continental France, Great Britain, Luxembourg, Monaco, the Netherlands, Norway, and Sweden.
In Great Britain (GB) Coca-Cola Enterprises Ltd (CCE) employs around 4,500 people across England, Scotland and Wales at manufacturing sites, regional offices and depots.
CCE is committed to minimising the environmental impact of its products and operations, with a particular focus on sustainable packaging, water stewardship, and energy and climate protection.