Gordon’s has unveiled a new ATL campaign, “Mix It Up”. The ad, which shows consumers choosing to pace their consumption by switching between Gordon’s Pink and Gordon’s Pink 0.0%, has been created to empower consumers to moderate their consumption in a way that works for them.
Mix It Up is the first Gordon’s campaign to bring both Gordon’s Pink and Gordon’s Pink alcohol-free variants together in one advert. With 36 per cent of drinkers currently pacing their consumption with soft drinks and 49 per cent of alcohol-free occasions also featuring alcohol, the campaign offers those looking to moderate an option that doesn’t compromise on taste.
The new TVC invites viewers to join an evening out with a group of friends. As the group begin to drink their Gordon’s & Tonic, the screen splits in two to visually demonstrate how they choose to pace their night by switching between Gordon’s Pink and Gordon’s Pink 0.0%.
In addition to the new TVC, a suite of assets have been created to bring the campaign to life across social and digital channels. Whilst in the same universe as the commercial, the social content hero’s Gordon’s long-term partner Maya Jama who brings to life how she chooses to mix it up for followers.
“When creating this campaign, we wanted to demonstrate that moderation didn’t have to be a binary decision between having something alcoholic or alcohol free,” said Tayara Sousa Linke, Global Head of Marketing. “We know that this perceived choice impacts people’s decision to moderate, so, through Mix It Up, we wanted to highlight that it is possible to seamlessly switch between the two and enjoy the same great taste of Gordon’s Pink whilst moderating with Gordon’s Pink Alcohol Free.”
The new creative will run across BVOD, Social and Digital channels in GB.
Carlsberg have revealed their new, limited edition Christmas jumpers – in a Home knit and Away knit.
This social-first campaign puts a twist on the traditional football kit launch with a world-first ‘knit launch’ as the country gears up for Christmas. These special jumpers feature the iconic Carlsberg logo and hop leaf as the ‘club badge’ for a fabulous celebration of the brand’s strong links to football, as well as of all things festive.
Bringing the jumpers to life, a series of social videos sees models showcase the jumpers whilst sprinkling in a few recognisable footballer celebrations. Fans will have a chance to win one of these rare Christmas jumpers through an online competition on the brand’s social media channels.
The kit comes in two distinct variations: a green Carlsberg Danish Pilsner ‘Home’ kit, featuring the number 12 for the 12 days of Christmas, as well as a blue ‘Away’ kit for those who are celebrating Christmas away from home, with 00 on the back encouraging drivers to choose the alcohol-free Carlsberg 0.0.
“We had an amazing response from our followers to a mock-up Carlsberg Christmas jumper that we shared last year, and this year we wanted to give our fans an early Christmas gift by launching the real thing,” Sam Johnson, head of marketing, said.
“Carlsberg has such a strong association with football, and we wanted to celebrate this with these fantastic Christmas jumpers, whilst keeping the sense of humour the brand is renowned for. With a ‘knit launch’ in the colours of our classic Carlsberg Danish Pilsner and for our alcohol-free Carlsberg 0.0, we’re making sure everyone can be involved and enjoy the festive season responsibly.”
As part of the campaign, the brand is raising awareness of the Drinking Check from Carlsberg Marston's Brewing Company’s responsible drinking charity partner, Drinkaware, with a social story encouraging fans to take the Check for a Christmas that is both ‘noughty’ and nice.
Leading vodka brand Smirnoff has announced the appointment of Grammy-nominated global star Troye Sivan as its new Chief Vibes OFFicer (CVO), marking the start of a new multi-year partnership with the Australian singer-songwriter.
One of the most celebrated artists in popular culture today, Sivan has just completed the much anticipated ‘Sweat’ tour alongside friend, artist and frequent collaborator Charli XCX, and is about to embark on the Australia and New Zealand leg of his global solo tour, following the release of his hit 2023 album, ‘Something to Give Each Other’.
Amidst this busy schedule, Sivan will now step into his tongue-in-cheek CVO role as global ‘curator of immaculate vibes’ for Smirnoff – showcasing the Go OFF spirit to fans all around the world. The campaign is a call to arms to ditch to-do lists and dive into some fun - getting together, going out and going OFF. As the next stage of the brand’s wider WE DO WE campaign, it aims to create a more connected, open and exhilarating world.
“We are so excited to partner with Troye - as someone who radiates joy and shares our ‘WE DO WE’ spirit he is the ultimate vibe shifter for his fans all around the world,” Stephanie Jacoby, SVP Global Vodkas at Diageo, said.
“We knew from the moment we first spoke to Troye and his team that this was going to be something truly special – we share a passion for fun, for bringing people together and for not taking ourselves too seriously.
“I am delighted to welcome our new Chief Vibes OFFicer to the team, Troye is the perfect fit, and we can’t wait to collaborate over the coming months together – exciting things to come!”
The partnership launched this week across socials, after a series of teaser drops, with a video showing Sivan taking part in a tongue-in-cheek press conference, announcing his new CVO position to interviewers and sharing his mission, for people to Go OFF.
In true Smirnoff style, a collective of global creatives was brought together to craft the latest Go OFF work and bring a pop-world spin to the vibrant Smirnoff brand world.
Sivan said: “For me, Smirnoff has always been omnipresent – whether it’s at house parties, backstage at shows, or nights out with friends. I see the brand all around the world, and whenever I do, it feels like something I want to be part of. "Go OFF” is all about getting people together and being ourselves, something I’ve really embraced in this part of my life and something I’m excited to continue to do with this partnership.”
The launch will be followed by Smirnoff’s sponsorship of Sivan’s Australia and New Zealand tour where he will share the Go OFF vibes with fans at exclusive after parties in both Sydney and Melbourne.
The global partnership will show up across social, OOH, digital, in-store and through event activations in over 20 countries including the UK, Brazil, Australia and India over the coming months and forms part of Diageo's wider focus on embedding their brands at the heart of key cultural moments for consumers - from music and fashion to sports, food and more.
To celebrate the launch of Captain Morgan Original Spiced Gold and Pepsi MAX, coming together to create a delicious new RTD beverage, Captain Morgan GB is rolling out a convenience-first support plan in the impulse channel.
Shoppers are not willing to compromise on quality with RTDs and are seeking premium alcohol serves. To help retailers capitalise on the booming RTD category, which is currently in 25 per cent growth in Great Britain , the brand kicked off with a teaser campaign, gifting retailers up and down the country with an exclusive first look and taste of this iconic duo. To drum up further excitement, retailers were offered an array of bespoke POS suites alongside gifted stock to deliver stand-out instore activations and create a buzz on social media. These retailers will be entered into a prize draw, where the retailer that shares the best imagery across socials will have a chance to win six months’ worth of stock.
Running in tandem with the convenience channel activations, a successful consumer launch event "The Mixer" took place at Kachette in Shoreditch, a convenience store frontage, concealed the entrance to an exclusive party venue. Supporting their convenience-first strategy, Captain Morgan GB adopted a guerilla style approach to London-based retailers offering talent line-up posters promoting the event, and a pair of tickets to giveaway to their customers - helping to drive in-store engagement. Retailers and industry influencers then mixed alongside with DJs, Love Island stars and social media influencers to celebrate the launch.
“It’s great that Captain Morgan have recognised that as retailers, we are perfectly placed to deliver a great launch through our convenience stores," said Atul Sodha, owner of Londis Harefield. "The support structure and The Mixer showcased the product – and with so many influencers in the room, it makes the launch relevant for the consumer too, as they can associate with the celebrities. In turn this helps us to be relevant when the product is on shelf. Having the chance to meet the Captain Morgan team also gave us a real insight into how the team is working closely with convenience retailers to make a splash with this launch.”
David Mills, Commercial Sales Manager, Diageo comments, “Engaging with convenience and impulse retailers across the country is part of our long-term strategy here at Diageo, as we recognise the importance of the channel in driving distribution and launching innovation. RTDs perform particularly well in this channel as they’re easy to consume on-the-go so it made perfect sense for us to develop a bespoke activation plan to support the activity.
The initial launch of Captain Morgan Original Spiced Gold mixed with Pepsi MAX has created a real buzz within the industry and we’re excited about the potential of this fantastic new addition to our RTD portfolio.”
To bring some spice to your store with Captain Morgan Original Spiced Gold mixed with Pepsi MAX register for Diageo ONE to access marketing advice and bespoke POS solutions.
Captain Morgan Original Spiced Gold and Pepsi MAX is available across all major retailers and wholesalers, in 330ml cans, 250ml slimline cans, and multipacks of 6 x 250ml can. The launch is being supported by OOH, BVOD, digital, social and disruptive sampling.
Mangrove Global welcomes a range of Spanish spirits to its award-winning portfolio, as it takes on the UK distribution for Spanish spirits group, Osborne. Mangrove will add four brandies to its range along with a gin*.
Osborne, which is based in El Puerto de Santa Maria in the Cádiz region of Spain, represents the best of Spanish produce, including its stellar collection of Spanish spirits. Mangrove will take on the distribution of all spirits available in the UK, building on the foundations already completed by previous distributor.
“We’re committed to building a well-rounded and world-class portfolio of independent spirits – and welcoming outstanding Spanish brandies and Osborne’s unique Atlantic gin into the portfolio is a great moment for us," said Nick Gillett, Managing Director of Mangrove Global.
“Our portfolio features high-quality liquids that satisfy the discerning consumer and have a great back story too – Osborne’s collection of spirits fits the bill perfectly.”
Mangrove will distribute a selection of the award-winning Carlos 1 series of brandies, which are produced via traditional Spanish distilling techniques, using high quality grapes from the region, and aged in the unique climate of South-western Spain in their highly appreciated very old sherry casks. The range offers something luxurious and sippable at every price point, with each spirit showcasing the mastery of Spanish distilling.
As well as the Carlos 1 series, Mangrove will distribute Veterano Solera Reserva, an exceptional brandy for those who like a brandy-based old-fashioned as much as a sipping spirit. And into a different category, Mangrove will also distribute Nordes Atlantic Galician Gin - which brings UK drinkers a refreshing and somewhat Spanish twist on our beloved spirit.
“This agreement is part of the company's international development, which plans to build Osborne brands in our strategic markets," said said Maarten Van Dam, Western Europe Area Director at Osborne. "We are very satisfied and excited, since we share many values with Mangrove, and we will be able to bring to the UK market a selection of our spirit´s portfolio and continue advancing in our purpose of being ambassadors of the best Spanish gastronomy."
In 1772, James Duff and Jean Haurie, two of the biggest names in the history of sherry, founded a company which Thomas Osborne Mann would later join as a partner. A distinguished merchant and winemaker, he grew and developed the business, a task continued by his widower Aurora Böhl de Faber y Ruiz de Larrea and gain sole ownership in 1857.
Today, 250 years later, Osborne continues to be a family saga and business venture guided by a vision: to be a leading international ambassador of Spanish food and beverages.
* Mangrove takes on distribution for the following spirits: Carlos I Gran Reserva – an aromatic brandy that’s great for mixing; Carlos 1 Gran Reserva Pedro Ximenez – a chewy brandy with notes of caramelised oak and black liquorice; Carlos I Imperial Gran Reserva XO – a mahogany coloured brandy that’s silky with nutty flavours; Veterano Solera Reserva – a brandy with a deliciously unique flavour that’s ideal in an old-fashioned, and the drinkable Nordes Atlantic Galician Gin with its delicious notes of fruits, white flowers, and herbs.
Hot on the heels of the launch of Mud House Sauvignon Blanc in Mini Box format, Accolade Wines is continuing to diversify and is expanding its mini-boxed wine portfolio with the addition of fan-favourite wine: Jam Shed Shiraz – guaranteed to stay fresh for up to six weeks.
Known for its rich, bold and jammy flavour profile, the Jam Shed Shiraz Mini Box is widely available across grocery and retail channels. A key benefit of boxed wine is that its freshness and quality is preserved for up to six weeks after opening, so consumers can savour the wine at their own pace or share with friends over multiple occasions. Delivering a 26 per cent overall size reduction and a 13.6 per cent cardboard by weight reduction compared to Accolade’s previous 1.5L format, this innovation sets a new standard across the category, proving it’s possible to prioritise convenience and sustainability, without compromising on taste.
The Jam Shed Shiraz Mini Box features similar functional, clear messaging that educates and engages consumers at the point of sale, such as on-pack distinct flavour cues, designed to enhance brand recognition and make it easier for shoppers to navigate. Whilst, retailers can benefit from enhanced efficiency, with the design allowing for 12.7 per cent more wine per pallet compared to Accolade’s previous 1.5L boxes.
The launch comes off the back of new research conducted by Accolade Wines, that has explored consumer’s evolving attitudes towards alternative wine packaging. The research identifies significant barriers to broader adoption, including the generational divide in the acceptance and preference for alternative wine packaging. The research also highlights the need for innovation in boxed wine design and messaging.
“With the festive season just around the corner, the launch of the Jam Shed Shiraz Mini Box couldn’t be timelier," said Lucy Ramsay, Head of Portfolio, Innovation and Sustainability - Europe, at Accolade Wines, "It’s ideal for social, holiday gatherings, making it easy to share a delicious, quality wine with friends and family. Plus, its guaranteed freshness for up to six weeks after opening means that consumers can savour the taste of Christmas long after the festivities have ended.
“There’s still a big job to be done in terms of educating consumers about the benefits of alternative wine packaging and breaking down long-standing stigma, but Accolade Wines is entirely committed to driving this change through the launch of our new Mini Boxes, including Jam Shed and the recently launched Mud House Sauvignon Blanc”.