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Diageo
Diageo Pretty Simple Drinks

RAN IN: United States

CLIENT
Diageo North America

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

AGENCY
TracyLocke *Lead Agency

Tanya Greene, Group Account Director
Christine Tormey, Account Supervisor
Dan Cishek , Group Creative Director
Ben Loht, Creative Director
Chris Barish, Associate Creative Director


SUMMARY

In 2017, shoppers bought way more wine and beer, and way fewer Diageo 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 STUDY

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CASE VIDEO


Hero Medium: RETAIL EXPERIENCE

Medium Featured On Video: RETAIL EXPERIENCE

Audience: 39-year-old, married female

Objectives: Increase brand loyalty

Type: Business to Consumer

Language: English