Spirits-based drinks maker Funkin Cocktails has announced it’s investing £500k into its Nitro Cocktails range, with the launch of a major new nationwide summer campaign - Girls Just Wanna Have Funkin.
The activity is aimed at accelerating growth in the ready-to-drink (RTD) cocktail category, Funkin said, driving incremental sales for retailers.
It puts Funkin’s best-selling Nitro range centre stage, celebrating the occasions that matter most to its audience, from park picnics and garden parties with friends to nights in and festival weekends.
The investment comes as RTD cocktails continue to outperform the wider RTD category. Funkin is now worth £26.6m in the off trade, with the Nitro range contributing to 65% of total brand sales, it said.
Lucy Reidy, marketing manager, said: “RTD cocktails are continuing to experience exceptional growth, and we know that once people try Nitro Cocktails, they love the velvety smooth taste experience they deliver.
“This campaign is all about bringing that unique product truth to life in a way that feels culturally relevant and engaging. Our shoppers aren’t looking for a serious drink brand - they want delicious, great tasting cocktails that fit right into their social lives.
Running across OOH, social and shopper marketing channels, the campaign is designed to put Funkin’s RTD cocktails front of mind during a summer packed with social occasions, from festivals to garden parties and the summer of football, by driving awareness of its Nitro credentials and flavour-led proposition.
For retailers, the activity provides a significant opportunity to tap into rising demand for RTD cocktails, with the campaign designed to drive shoppers into the category and increase purchase frequency during one of the most important sales periods of the year, Funkin added.
The campaign is live now across a series of high-profile OOH locations in London, including The Great West Road Towers, The Southbank Tower, Holland Park Tower and Wandsworth Tower East, before expanding into Manchester and Birmingham over the coming weeks.
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