Diageo and Schweppes join forces

Diageo Australia and Schweppes have recently partnered to launch a new national campaign called This Calls For a Cocktail, promoting 40 new occasion-based recipes created with the idea that cocktails are perfect for any occasion that calls for a celebration. 

Twenty seven individually tailored TVCs will air across free to air and subscription service stations over summer, providing a short 15 second demonstration to help demystify the world of mixed drinks. Diageo brands used throughout the campaign include Smirnoff vodka, Johnnie Walker Scotch Whisky, Pimm’s and Tanqueray gin.

In addition to the above the line advertising campaign, the partnership includes exclusivity of the use of brands between Diageo and Schweppes, integrated and strategic joint business planning for further campaigns where Diageo’s spirits will feature alongside Schweppes mixers, as well as events where the two suppliers will hero mixed drinks.

Already, the two companies have teamed up at last month’s Victoria Spring Racing Carnival to host a garden-themed cocktail bar. A range of vibrant and easy-to-make cocktails using Diageo’s quality spirits and Schweppes’ classic mixers were served to race day revellers. Diageo’s customers have also been inspired by the campaign, bringing cocktail culture to life in store through a range of cross promotional activity.

Diageo Australia marketing manager, Jonathan Morgan said, “Working with Schweppes to inspire consumers to try simple mixed drinks this summer is proving to be a fantastic partnership.

“This Calls for a Cocktail is really exciting for us at Diageo. We are constantly finding new opportunities to work together as two companies, to execute this campaign with our customers, and join forces to bring great drinks experiences to consumers,” he added.

Schweppes senior brand manager Matthew Burr said: “We love the idea of This Calls For a Cocktail as it works to everything we want to do on Schweppes mixers; to inspire creative mixing amongst Australians, as well as show everyone just how simple it is to mix a cocktail.”

“Schweppes is thrilled to be partnering with global spirits leader, Diageo and we’re excited to be working with some truly iconic brands that have genuine cocktail credibility, as Schweppes does.”