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Diageo
Diageo’s Pretty Simple Drinks Program

RAN IN:

CLIENT
Diageo

Jeff Verses, Director, Shopper Marketing
Monica Young, Manager, Shopper Marketing
Drew Irving, Senior Director, Category Development & Commerical Insights
Brian Boline, Senior Manager, e-Commerce
Brooke Simmons, Manager, Commercial Insights

AGENCY
TracyLocke *Lead Agency

Phil Camarota, Chief Creative Officer
Michael Bartlett, Managing Partner
Tanya Greene, Client Service Director
Dan Cishek, Executive Creative Director
Ben Loht, Creative Director
Caitlin Hopkins, Group Account Director


SUMMARY

In 2017, shoppers bought more wine and beer, and fewer spirits. Why? Because even though spirit shoppers wanted to serve beautiful cocktails during at-home gatherings, the intimidation and complexity of cocktails was causing them to switch to wine and beer in-store. That’s why we developed a multi-brand program with five Diageo brands– showing just how easy it is to create Instagram-worthy cocktails in under 60 seconds. Ultimately, we provided shoppers with all the ingredients, education, and inspiration needed to make Pretty. Simple. Drinks.

CASE VIDEO


Type: Business to Consumer

Language: English