- New ‘Girls Just Wanna Have Funkin’ campaign celebrates FUNKIN’s bestselling Nitro cocktails range and the social occasions that bring people together
- FUNKIN’s Nitro range includes Passion Fruit Martini, Strawberry Daiquiri and Pina Colada – worth 65% of the total portfolio
- £500,000 investment is designed to drive awareness, trial and position FUNKIN as the go-to choice for effortless, bar-quality cocktails.
FUNKIN Cocktails is investing £500,000 into its Nitro Cocktails range with the launch of a major new nationwide summer campaign, ‘Girls Just Wanna Have Funkin’, aimed at accelerating growth in the ready-to-drink (RTD) cocktail category, driving incremental sales for retailers.
Kicking off the summer, the campaign 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 spontaneous nights in and festival weekends.
The investment comes as RTD cocktails continue to outperform the wider RTD category, growing +62.7% year-on-year. FUNKIN is now worth £26.6M in the off trade, with the Nitro range contributing to 65% of total brand sales.
Designed to make FUNKIN stand out, the campaign leans into what consumers already know and love about the brand – great tasting bar-quality cocktails, a sense of fun and a personality that understands the moments that matter.
Creative executions that speak directly to consumption moments, such as “it’s your velvety, sweet, calls-for-a-night-in treat” and “it’s your sweet and creamy cancel-your-plans martini” bring the range’s flavour credentials and distinctive Nitro serve to life, while injecting a fresh sense of fun, confidence and femininity into the RTD category.
Lucy Reidy, Marketing Manager at FUNKIN Cocktails, said: “RTD cocktails are continuing to experience exceptional growth, and we know that once people try FUNKIN 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.
“‘Girls Just Wanna Have Funkin’ is all about celebrating what consumers love about FUNKIN – delicious cocktails, a playful personality and the social occasions that bring people together. We’re bringing a sense of fun, confidence and femininity to the category, while showcasing our Nitro cocktails that deliver a unique smooth drinking experience.”
Running across out-of-home, social and shopper marketing channels, the campaign is designed to put FUNKIN RTD cocktails front of mind during a summer packed with social occasions, from festivals to garden parties and a 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.
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.
The campaign is further amplified through social and shopper marketing designed to reach 200M impressions amongst consumers throughout the summer and support sales of FUNKIN Cocktails’ Nitro range across the grocery, convenience and wholesale channels.
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