‘Planned for the Unplanned’ – new summer campaign from Absolut Vodka & SPRITE

Coca-Cola Europacific Partners Great Britain Ltd (CCEP) is building momentum behind Absolut Vodka & SPRITE following its launch earlier this year with its "Planned for the Unplanned" summer campaign.

Running now until August, the campaign is designed to keep Absolut Vodka and SPRITE front of mind with consumers this summer, both on-the-go and when socialising with family and friends.

The digitally-led marketing campaign includes PR, social media and influencer activity, and is expected to reach 70 per cent of the brand’s target audience (18–34-year-olds) highlighting that Absolut Vodka & SPRITE is convenient for unplanned occasions at home, in the garden or in the park having a picnic with friends.

Convenience retailers can request Absolut Vodka & SPRITE POS and digital assets from My.CCEP.com, including chiller shelf trays and eye catching clip strips to hang on shelf to deliver standout on the fixture and inspire unplanned purchases.

And to further support the campaign, Absolut Vodka and SPRITE is an official bar partner at Brighton Pride this August, alongside Jack Daniel’s & Coca Cola and Jack Daniel’s & Coca Cola Zero Sugar. The full range will be available to purchase across ten different on-site bars, reaching an audience of around 80,000 festival goers.

“70 per cent of alcohol ready-to drink (ARTD) options are consumed within two hours of purchase – so we’re confident that by tapping into the idea of ‘unplanned moments’ will resonate with shoppers, as we deliver a bar-quality serve in a convenient format," said Elaine Maher, Associate Director, Alcohol Ready-to-Drink at Coca-Cola Europacific Partners GB, which manufactures and distributes Absolut Vodka & SPRITE in GB. "We therefore recommend that retailers ensure their ARTDS are stocked up in the chiller ready for consumption, after all ‘cold is sold’ when it comes to this category.”

Absolut Vodka & SPRITE ready-to-drink adheres to the responsible marketing practices of Pernod Ricard, The Coca-Cola Company and Coca-Cola Europacific Partners.