Served, Ellie Goulding’s award-winning RTD brand, has launched its biggest above-the-line campaign to date, focusing on their premium 8% ABV double-measure cocktail range.
The four week campaign kicked off from 1 July and will roll out across 970 key sites, including 48-sheets, 16-sheets and escalator panels across London Underground, key railway stations, and beacon London locations.
The campaign will be seen by over 4.5 million adults, 46 per cent of Londoners, and achieve 160 million impressions for the brand.
The campaign will also roll out UK-wide via paid social, digital marketing, and organic social - including Ellie Goulding’s own social platforms with a combined 30 million followers.
An extensive sampling campaign of over 120,000 cans will run in parallel over the summer targeting cocktail drinkers across London, Birmingham, Leeds, Brighton and Manchester.
The campaign will support the brands rapid growth and national distribution footprint totalling more than 10,000 distribution points across the UK with listings including Budgens and Londis, among others.
“It was important to us to create a campaign that put our product front and centre. But we also wanted to recognise that the category has historically been dominated by lower-priced, lower-quality options, where nearly a third of non-RTD drinks consumers cite product quality as a major barrier,” Served co-founder Dean Ginsberg said.
Goulding added: “We set out to create cocktails that are as fresh and delicious as the ones in your favourite bar, but in a convenient format, allowing everyone to enjoy a high-quality drinking experience, wherever they choose. This campaign was designed to reflect that: a core quality message, delivered in a relatable and engaging way.”
