• by Fern Siegel , October 19, 2023

Diageo's Tanqueray gin and Ketel One vodka are well-established names, but combining many of the parent company's brands into one collection is new.

To highlight its eclectic options, Diageo debuted The Cocktail Collection, its new line of premium pre-mixed cocktails.

Austin-based creative agency Bakery, which has a five-year relationship with Diageo, is producing the campaign.

The Cocktail Collection includes a Tanqueray negroni, Ketel One cosmopolitan and espresso martini, and Bulleit Bourbon old fashioned and Manhattan.

The launch is supported by a multimedia push: Reddit, FB/IG, Snapchat, CTV and OLV. The target demo is primarily women 25 to 35, as well as those interested in hosting.

The focus is a 30-second spot called "You've Got It Made." Additional 6- and 15-second spots will follow. The campaign explains how The Cocktail Collection provides ready-made, bartender-quality cocktails, which translates into less prep and more holiday time.

"To introduce The Cocktail Collection to the world, we wanted to lean into what the best holiday parties are really all about — the shared experience you and your friends dream of having," said Micky Ogando, founder-chief creative officer at Bakery. “This launch campaign showcases how these cocktails give you more time to enjoy the ride, without sacrificing on quality."

Diageo's annual revenue for 2022 was more than $20 billion. The company's brand portfolio includes Johnnie Walker, Smirnoff, Guinness, Don Julio and Baileys.

Bakery's client work includes Shiner, Nike and Audi.