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The Diageo Whiskey 5
The Diageo Whiskey 5

RAN IN: United States

CLIENT
Diageo North America

Jeff Verses, Director, Shopper Marketing
Alia Seraj, Director, Digital Conversion Marketing

AGENCY
Mosaic Shopper *Lead Agency

Chris Brill, Group Director
Sue James, Vice President
Kristen Buss, Vice President, Strategy
David Brisco, VP, Retail Strategy
Lavana Pauk, Senior Retail Strategist
Jeff Adam, Creative Director
Liz Gazal, Associate Creative Director
James Fraser, Senior Vice President


SUMMARY

The Diageo Whiskey 5 portfolio program was effective because for the first time, whiskey was categorized based on “taste” and was presented to shoppers in a new way “they” could understand…not through traditional retail/trade aisle classifications or swayed by price & quality perceptions. By breaking down a very complex and often confusing category into 5 taste profiles (Smooth, Spicy, Bold, Sweet, Smoky), shoppers were less intimidated and more confident to discover brands that suited their own tastes.

CASE VIDEO


Hero Medium: SHOPPER INVOLVEMENT

Medium Featured On Video: BRANDED CONTENT During;DIGITAL/INTERACTIVE During;DIGITAL/INTERACTIVE Other;MOBILE/TABLET During;MOBILE/TABLET Other;PRINT During;PRINT Custom Publication;RETAIL EXPERIENCE During;RETAIL EXPERIENCE In-Store Merchandizing;RETAIL EXPERIENCE POP

Audience: Women

Objectives: Recruitment

Type: Business to Consumer

Classification: National

Language: English