The ‘I (you) can do everything’ motif has been heavily employed in a range of recent campaigns including Old Spice’s hilarious promotion ‘The man your man could smell like’. But this theme is still not exhausted (and doesn’t seem to be in the coming centuries). In its latest multiplatform ‘Yes you can’ campaign, developed by Dare, Diageo GB alo uses it, promoting the Premix range by demonstrating how fun it is to mix things up—at least the protagonist, wearing long hair and mustaches, and his friends can multitask easily.
The company, which has 15 Premix variants, based on eight of its key brands (Smirnoff, Gordon’s, Captain Morgan’s Spiced, Bulleit, J&B, Pimm’s, Archers and Bell’s), has released a series of 30-second spots, which demonstrate that a great deal of things can be performed at the same time. For example, they drink a Gordon’s Gin and Tonic while making an ice sculpture, sip a Captain Morgan Spiced and cola while building a model ship, and drink a Smirnoff and Cola while knitting an innovative set of leisurewear. The new campaign is part of Diageo GB’s £5.9m investment in the Premix range, which will be spent on promotion this year—the category has grown by 36% in value sales this year and has become the most successful one in Beers, Wines and Spirits, so the company wants to support it for a greater profit. According to www.talkingretail.com, “ The Diageo Premix range has a 53% value share of this category and is enjoying a 70% growth rate, having launched five new variants in the past eight months (Smirnoff & Diet Cola, Archers & Lemonade, Bell’s & Ginger Ale, Smirnoff Lime & Cola and Gordon’s & Bitter Lemon).”
The character shows that we can do more things simultaneously than we think—in the end of each spot, a strapline ‘Yes you can’ pops up. With this promotion, the company also invites consumers to mix their usual weeknight activity at home with drinks that are usually considered as weekend indulgences. Diageo has also released a 60-second web film, online and radio advertising and launched a competition on its Facebook page for a chance to get a fridge with Premix drinks for their home parties or just to indulge themselves with a nice RTD mix after work.
“The Premix category is performing extremely well at the moment, with the whole category in growth, and Diageo’s Premix range growing ahead of the market. It’s important that we continue to support the range to maximise this growth, and through our new campaign, we are doing so in a way that will be fun and engaging, and reach a broad range of consumers,” shared Alice Ponti, Innovation Manager Premix, Europe at Diageo.