The £3.5 million spend will be focused on four brands – The Famous Grouse, Sourz, Red Stag and Stolichnaya – in a bid to raise awareness of each throughout the summer.
The activity marks the first time The Famous Grouse has appeared on television outside of its traditional Christmas advertising slot. The summer campaign will include the ‘celebrate a Famous summer’ ads for The Famous Grouse, as well as the ‘touch’ ad for The Black Grouse.
The Sourz activity will promote the entire range, including the recently launched RTD brand Sourz Fusionz; the Red Stag ads will aim to reinforce the brand’s credentials as a ‘music-infused Bourbon’; and Stolichnaya will make its TV debut.
“We are accelerating our investment into summer, underpinning our commitment to building our brands,” said Maxxium UK marketing director Peter Sandstrom.
“We are supporting our customers, big and small, and with an outstanding set of plans in place, including heavyweight advertising, we predict a strong performance over the summer and in the lead up to Christmas.”
Image: A spirited line-up: brands will be on TV this summer.