Diageo launches its first ever Australian cross-category campaign

Alcohol giant Diageo has launched its first cross category Australian campaign, promoting five of its alcohol brands with the same creative and messaging.

The cross-category campaign uses the overarching tag line “Summer Drinks Are Calling” to promote mixed drinks to consumers.

The move is the first time Diageo has promoted a number of brands under one campaign, and is the first work by The Station Agency since being appointed to the account in June.

Diageo Australia marketing director Matt Bruhn told Mumbrella: “It is a deliberate shift in strategy to the mixed drink space – no one in the alcohol space is really doing this so we feel there’s a gap in the market.”