Moth ‘elevates summer’ with UK-wide campaign
Canned cocktail maker Moth has unveiled its biggest above-the-line national advertising campaign to date.
Launching today (16 June), Moth’s summer campaign transports viewers on ‘a journey of flavour’, and features three of the brand’s best-selling canned cocktails – Margarita, Passionfruit Martini and Mojito.
Each advert is an invitation to elevate summer plans with a Moth cocktail in hand, and as such, each of the heroed expressions has been set against a ‘dreamlike’ backdrop, with the Moth Margarita dancing above a golden-hour festival sky, the brand’s canned Mojito drifting into the tropics, and the Passionfruit Martini cocktail shimmering against a sunset.
The campaign also unveils Moth’s new product tagline, ‘Cocktails in a little black can’, which is a celebration of the brand’s premium quality cocktails in the distinctive recognisable packaging.
At the end of last year, Moth’s single-serve black cans were the inspiration behind a new range of RTD (ready-to-drink) cocktails launched by budget supermarket Aldi.
The brand’s above-the-line investment for 2025 is up by 75% year on year, with a spend of more than £250,000 (US$339,515).
This year’s investment aims to drive national awareness by targeting more than 500 postcodes in east and south-west London, Glasgow, Edinburgh, Manchester, Bristol and Brighton – all supported by an always-on digital awareness campaign.
Sam Hunt, Moth co-founder, said: “This summer, we wanted to do something big, beautiful and more confident than ever. Our summer campaign captures the essence of Moth that we hear about from our drinkers every day – that our cocktails level up every occasion.
“In this iteration, our cocktails take drinkers to a summer of dreams – while the national reach of the campaign signposts our deep distribution across the UK, making it even easier for consumers to bring Moth into their summer plans.”
The campaign has launched with two key stages. From today until 29 June, the brand is aligning with the two-week lead-up to Glastonbury Festival, which is historically one of Moth’s strongest sales periods. Adverts will go live Manchester, Glasgow, Bristol and London, including a takeover of Clapham Common tube station in south-west London.
Then, from 28 July to 24 August, the second stage will go live in tandem with key moments of summer culture in UK city centres. Adverts across Edinburgh, Glasgow, Bristol and Brighton will align with Moth activations happening at Edinburgh Fringe and Forwards Festival.
Convenience boom
The campaign launches as the RTD category continues to thrive in the convenience retail channel.
Growing by 33% in value compared with two years ago, and 15% versus last year, convenience now accounts for 53% of the total RTD category value (NielsenIQ Scantrack Data for the 12 months ending 19 April 2025).
For Moth, success within the on-the-go occasion has been continuous, with the brand seeing 55% growth in the last year within the convenience channel, building on its reputation as one of the highest value rate-of-sale brands with what is described as flavour-first innovation.
Moth currently boasts a range of 10 canned cocktails – Passionfruit Martini, Spicy Margarita, Margarita, Mojito, Espresso Martini, Negroni, Piña Colada, Old Fashioned, Cosmopolitan, and Paloma.
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