Diageo is hoping millennials will sip on its new Jeremiah Weed Spiked Iced Tea.
The company has launched its new malt-based ready-to-drink beverage, which comes in three flavours—lemon, peach and raspberry. To gain credibility with its target audience (legal drinking age to 29), the brand is taking “a fun and irreverent” approach with its marketing campaign, Sip on That, said Joel Mallard, marketing director for beer, wine and PABs at Diageo Canada.
“Ultimately our goal is to gain awareness quickly and set the stage for unconventional thinking, creating conversation and ultimately laughter,” said Mallard. “We’re going at it with a very cheeky attitude and a grassroots approach.”
Diageo, which also owns vodka-based cooler Smirnoff Ice, did Canadian-research on the flavours and formats, as well as whether Jeremiah Weed Spiked Iced Tea would be malt-based or spirit-based, said Mallard. “The conclusion we drew there was that going into a malt-based format would open up a new channel opportunity within grocery. (In the alcohol world, the Beer Store is considered a grocery channel). “So that was a brave new world for us in Ontario.”
Sip on That is centred on a series of “thought-provoking questions” and “refreshing thoughts.” In a video series, for example, Jeremiah Weed asks consumers questions like, “If you have X-ray vision, what would happen when you close your eyes?” And, “Are zebras black with white stripes or white with black stripes?” Twelve videos will be released on social media throughout the summer.
The national media buy from Carat is based on the insight that millennials like to spend time outdoors. “We know that they live in the social and digital world, but they also really want to escape the city, sit back and relax and reflect on the work week,” said Mallard. “Jeremiah Weed really ticks all those boxes, and backyard, cottage, camping will never be the same now that Jeremiah Weed is here.”
Elements of the Sip on That campaign will run in cities and cottage country.
Out-of-home ads include larger format boards, posters, TSAs and wild postings in key Canadian cities, as well as en route to cottage country in Ontario. Radio ads introduce the brand with a southern-style jingle and call to action to stores. The ads will air in major markets during the week and cottage country radio on the weekends.
Throughout the summer, street teams will visit Toronto, Vancouver, Victoria, Calgary and Edmonton, driving a decked out retro-style van. The teams are on a search to find out what each city is “sippin’ on,” inviting consumers to share their thoughts on a giant board.
Digital media includes audio spots on Spotify, digital banners, YouTube bumpers and search. On social media, consumers can share their own refreshing thoughts via #siponthat. In Ontario, Diageo is also hosting an invite-only product launch to key influencers and media.
Creative was done by trevor//peter and public relations is being handled by North Strategic.
