The agency did not have to pitch for the account, which is understood to have been awarded via the brand's above-the-line agency, Mother. Glue will now work on a series of online executions, including page peels and overlays, as part of a £8.5 million launch campaign. A microsite, www.drinkquinns.co.uk, has just gone live.
Last week, Mother launched an animated 60-second TV ad called "paradise found" to promote the fruity alcoholic drink. The spot, set in a rainforest, features Quinn's dripping from computer-generated plants into the open petals of tropical flowers.
Quinn's is aimed at people in their mid-to-late twenties and is produced from fermented fruit and fruit juice. As well as TV and online, the launch will also be supported by cinema, PR and sampling.
Diageo has been increasingly active online in recent months. In February, it appointed Agency Republic to its global Bailey's digital advertising business. In May, AKQA joined the drinks giant's roster after winning the Johnnie Walker brand-building account.
Glue declined to comment. Diageo had not responded to calls as Campaign went to press.