With ready-to-drink (RTD) cans seeing impressive growth within the convenience and impulse channel recently, Diageo is launching a first of its kind campaign within the convenience channel to help retailers tap into this growth.
Featuring an on-pack promotion across some of its ready-to-drink range, the promotion offers shoppers the chance to win a series of great prizes everyday – from a trip to Ibiza for two, to branded merch and taxi vouchers. The on-pack promotion 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 and have a chance to win, consumers must buy a can and scan a QR code. Ready-to-drink has the highest RSV per serve within the beers, wines and spirits category, and retailers can tap into this opportunity by making the most of this campaign with exclusive point-of-sale displays to drive shoppers to stock up.
“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 best-selling 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.”
The campaign is live now across the convenience channel, running until the end of August. Retailers can access point-of-sale displays to help activate this campaign in store through Diageo One here.
