Diageo has debuted Cocktail Collection, a new line of premium pre-mixed cocktails. The Cocktail Collection includes a Tanqueray negroni, Ketel One cosmopolitan and espresso martini, Bulleit Bourbon old fashioned and Manhattan.
The launch is supported by a multimedia push: Reddit, FB/IG, Snapchat, CTV and OLV. The target demo is primarily women 25 to 35, as well as those interested in hosting.
The campaign explains how The Cocktail Collection provides ready-made, bartender-quality cocktails, which translates into less prep and more holiday time.
Austin-based creative agency Bakery, which has a five-year relationship with Diageo, is producing the campaign.
Micky Ogando, founder-chief creative officer at Bakery, said: “To introduce The Cocktail Collection to the world, we wanted to lean into what the best holiday parties are really all about the shared experience you and your friends dream of having.
“This launch campaign showcases how these cocktails give you more time to enjoy the ride, without sacrificing on quality.”
Diageo’s annual revenue for 2022 was more than $20 billion. The company’s brand portfolio includes Johnnie Walker, Smirnoff, Guinness, Don Julio and Baileys.