Coca-Cola Europacific Partners Great Britain Ltd (CCEP) has launched a new summer campaign for Absolut Vodka and Sprite RTD following its release earlier this year. 

Running now until August, the ‘Planned for the Unplanned’ campaign is designed to keep Absolut Vodka and Sprite front of mind with consumers this summer, both on-the-go and when socialising with family and friends.

The digitally-led marketing campaign includes PR, social media and influencer activity, and hopes to reach 70% of the brand’s target audience (18–34-year-olds) highlighting that the drink is convenient for unplanned occasions at home, in the garden or the park having a picnic with friends.

Retailers can request POS and digital assets from My.CCEP.com, including chiller shelf trays and eye-catching clip strips to hang on the shelf to deliver a standout on the fixture and inspire unplanned purchases.

To further support the campaign, Absolut Vodka and Sprite is an official bar partner at Brighton Pride this August, alongside Jack Daniel’s and Coca Cola and Jack Daniel’s and Coca Cola Zero Sugar. 

Elaine Maher associate director of Alcohol Ready-to-Drink at Coca-Cola Europacific Partners GB said: ”70% of alcohol ready-to drink (ARTD) options are consumed within two hours of purchase – so we’re confident that by tapping into the idea of ‘unplanned moments’ will resonate with shoppers, as we deliver a bar-quality serve in a convenient format. We therefore recommend that retailers ensure their ARTDS are stocked up in the chiller ready for consumption, after all ‘cold is sold’ when it comes to this category.”