The campaign will include a heavyweight television and outdoor presence, created by Mother.
Archers Vea is aimed at 21- to 30-year-old women and will come in three flavours: wildberry, tropical and apple. The bottle is designed to look sophisticated and communicate the fact that Archers Vea is low in sugar and refreshing.
Diageo had a huge success on the RTD market when it launched Smirnoff Ice in 1999. However, the market has dwindled and other new launches have failed to imitate its success.
Jane Sutcliffe, marketing manager for Archers, said: "We know from our research that these people are looking for an RTD that is less sweet than other fruit-flavoured RTDs currently in the marketplace. The low sugar content and great taste of Archers Vea delivers against this demand."
She said that the launch would be backed with a heavyweight TV, poster, and sampling campaign to raise awareness with consumers and encourage them to try the drink.
Mother is the retained agency on the Archers account, winning it in August 2003 and has since created work for the Archers schnapps brand, as well as the Archers Aqua variant.
The agency created a campaign based on the strapline "Something for the ladies", although one of the posters landed in hot water with the Advertising Standards Authority for linking sex and alcohol.
Archers Vea will be available from mid May.
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