Diageo continues Film4 sponsorship

by Gemma Charles, marketingmagazine.co.uk 23-Dec-08, 12:55

LONDON - Diageo Great Britain has extended its sponsorship of Film4 in a £2m deal in a bid to persuade consumers to drink spirits and mixers in the home.

The year-long deal which kicks off on Jan 1 will see spirit brands in Diageo's portfolio sponsoring both the 7pm and 9pm films every night.

The 7pm and 9pm films will contain idents that will highlight brands including Smirnoff vodka, Gordon's gin and Morgan's Spiced.

This new activity is in addition to the current Guinness and Baileys sponsorship of all films from 6pm onwards on the Channel4, E4, More4 and the 11pm showing on Film4.

Ali Wilkes, Great Britain spirits category marketing manager at Diageo GB, said: ‘Our sponsorship of Film4 by Diageo GB and our leading spirits brands will bring spirits and mixers into the evening drinking occasion for consumers as they relax on the sofa for the evening movie.'

Diageo GB has estimated that by increasing the number of occasions which consumers enjoy a spirit and mixer drink at home, such as with a movie, there is the potential to unlock £110m of incremental profit from the category.

As part of the link with movies, Diageo GB is also planning a DVD giveaway with spirit purchases made within specific grocers for Spring 2009. This additional activity aims to help consumers access the film occasion though spirit purchases in-store.