By Andrew Starke
Diageo will invest $800,000 in a limited Ashes edition Johnnie Walker Red Label and Cola can to commemorate the 2009 npower Ashes at Lords in London.
The 375 ml cans were made available nationally in six-pack format from July 1 and are expected to drive incremental sales of Johnnie Walker RTD for the retailer.
The promotion will be supported by extensive cricket-themed POS suites, cool room floor stacks, fridge stickers and floor and counter displays. A television and digital media campaign will run concurrently.
“The Ashes is an iconic Test series for Australians and Johnnie Walker will use this opportunity to support retailers through its successful partnership with Cricket Australia,” Johnnie Walker, Diageo Australia, marketing manager Aude Parichot said.
“We’re confident that the limited Ashes edition Johnnie Walker Red Label and Cola can will be a success with cricket enthusiasts and Johnnie Walker drinkers alike, driving sales for the retailer throughout the series.”
Limited Ashes edition cans will retail for about $20 per six-pack.