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Diageo
Diageo Portfolio Bottle & Bow

RAN IN: United States

CLIENT
Diageo North America

AGENCY
TracyLocke *Lead Agency

Michael Lovegrove, CCO & President
Mike Bartlett, Managing Partner
Shawn Kraemer, Executive Creative Director
Tanya Greene, Client Service Director
Andrea Farina, Group Creative Director
Caitlin Hopkins, Account Director
Kelly Komorowski, Senior Account Executive
Chuck Borgerding, Associate Creative Director
Barbara Goodspeed, Studio Manager


SUMMARY

Yearly, total beverage alcohol has a $5 billion share in the US, but spirits only account for about a quarter of gift sales as shoppers default to wine and beer. Diageo found a creative way to disrupt gifters along their shopping journey and introduce their portfolio of products with a gifting solution based on occasion, relationship to recipient, personality type, and budgetary constraints. The program put more Diageo products in shoppers’ virtual and physical carts, drove retailer volume lift (+42%), increased online share gains and contributed to higher basket ring.

CASE STUDY

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CASE VIDEO


Hero Medium: INTERACTIVE/ONLINE

Medium Featured On Video: BRANDED CONTENT,ECOMMERCE,RETAIL EXPERIENCE

Audience: Year-round gifters

Objectives: Increase sales, volume

Type: Business to Consumer

Language: English