Diageo - Classic Mix

To help launch Classic Mix, a new range of spirit and mixer drinks, Van orchestrated a combined media relations and sampling campaign.

To communicate the product’s taste credentials, Van created a Pepsi-style Challenge that allowed journalists to sample Classic Mix against a freshly made drink. The resulting editorial was supported through advertorial work in women’s weekly titles.

To offer consumers a ‘home environment’ sampling opportunity, we developed a partnership with Cargo Home Shop. In return for product, we negotiated an in-store poster and discount voucher campaign as well as the chance to sample to 10,000 customers.