Spirit brand Sourz is set for its TV debut having commissioned Tangible with creating a new UK-wide marketing campaign.

The seven-figure campaign aim to strengthen the brand’s emotional connection with consumer and centre it as a drink for nights out.

Tangible will continue to work with the Maxxium owned brand, having developed the ‘Give it Some…’ campaign last year, with the aim of further strengthening consumer trial and awareness.

As well as advertising, PR and social media will also be adopted to achieve campaign targets.

Peter Sandstrom, marketing director at Maxxium UK, commented: “Sourz is a category leader and the No. 1 Speciality brand in the on trade. Our innovative approach to new product launches and experiential marketing programmes have kept it at the forefront of the target market’s minds. We are excited about the continued growth of the brand year on year and the opportunity to bring the Sourz brand personality to life on TV for the first time.

“Our goal is to accelerate ongoing growth via product development and new thinking. Our TV debut is a big part of our strategy and will be the first of many exciting brand-initiatives planned for this year,” he added.