Diageo GB yesterday launched a multimedia campaign for its Premix range with Dare, aiming to encouraging consumers to ‘mix up’ their weeknights by having a Premix drink.

The new campaign forms part of a substantial £5.9million investment by Diageo GB in its Premix range over the coming year, and is the first campaign created by Dare since it won the integrated business in April.

The latest Premix activity incorporates a brand new strategy and visual identity and consists of three 30 second TV commercials, a 60 second online film and Facebook competition, six radio ads and online advertising.

With the tagline ‘yes you can’, the adverts feature a ‘stylish’ character and his friends following pursuits such as canine knitting and model ship building, to entice consumers to try something a bit different on a week night.

Consumers will be able to get an even more intimate glimpse into the characters through the social media campaign, which will include a Facebook competition to win a fridge containing Premix drinks.

Alice Ponti, innovation of manager Premix, Europe at Diageo, said: “The Premix category is performing extremely well at the moment, with the whole category in growth, and Diageo’s Premix range growing ahead of the market. It’s important that we continue to support the range to maximise this growth, and through our new campaign, we are doing so in a way that will be fun and engaging, and reach a broad range of consumers.”