Diageo has unveiled the next generation of Archers commercials that it hopes will give the brand an edge over its rivals.
It is pumping £4m into a new ‘Something for the ladies’ campaign, which kicks off on Monday (October 20) when the first of two creatives for Archers Aqua makes its television debut.
The executions use stereotypical male characters to “entertain” female drinkers and “create some fun” around the brand. Archers Schnapps will get its own separate treatment with a cinema advertisement continuing the theme from next month.
As first revealed in The Grocer (August 2, p57), Diageo’s decision to ditch the successful ‘Come out to play’ campaign, which ran for over two years and was latterly fronted by a drag queen, is aimed at making the Archers brand more sophisticated.
Philip Gladman, marketing director for Archers at Diageo, said: “We want to differentiate Archers Aqua from others in the RTD category. We had great success with ‘Come out to Play’ and this new campaign turns tradition on its head by using men to market a product to women.
“The advertisements are heavy on irony and feature clichéd male stereotypes such as cowboys and firemen.”
As well as reviewing its marketing approach, Diageo is also looking to update the flavours in the Aqua portfolio with the launch of limited edition lines.
It plans to introduce a new variant on test before rolling it out nationally for a short period next year.
A spirits buyer at one of the multiples said: “Diageo has clearly acknowledged that it needs to create more excitement around Archers Aqua if it wants to succeed.”
Rosie Davenport
It is pumping £4m into a new ‘Something for the ladies’ campaign, which kicks off on Monday (October 20) when the first of two creatives for Archers Aqua makes its television debut.
The executions use stereotypical male characters to “entertain” female drinkers and “create some fun” around the brand. Archers Schnapps will get its own separate treatment with a cinema advertisement continuing the theme from next month.
As first revealed in The Grocer (August 2, p57), Diageo’s decision to ditch the successful ‘Come out to play’ campaign, which ran for over two years and was latterly fronted by a drag queen, is aimed at making the Archers brand more sophisticated.
Philip Gladman, marketing director for Archers at Diageo, said: “We want to differentiate Archers Aqua from others in the RTD category. We had great success with ‘Come out to Play’ and this new campaign turns tradition on its head by using men to market a product to women.
“The advertisements are heavy on irony and feature clichéd male stereotypes such as cowboys and firemen.”
As well as reviewing its marketing approach, Diageo is also looking to update the flavours in the Aqua portfolio with the launch of limited edition lines.
It plans to introduce a new variant on test before rolling it out nationally for a short period next year.
A spirits buyer at one of the multiples said: “Diageo has clearly acknowledged that it needs to create more excitement around Archers Aqua if it wants to succeed.”
Rosie Davenport
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