Diageo Whisky
2020 - Germany
Brief
In the run-up to the 2020 holiday season, Diageo has set itself several ambitious targets:
1. Recruit more drinkers to the whisky category.
2. Make whisky an accessible drink.
3. Reassure people that whisky can be an excellent gift.
Insight
Diageo (Johnnie Walker, Talisker, Singleton, Oban, Cardhu and others) has lost market share since the beginning of the year. 24% of potential customers are unaware that Amazon sells alcohol. Whisky is considered a complex product, so there are barriers to buying it as a gift. Over 30,000 results for "whisky" on Amazon.de
Solution
To educate customers on how many cocktails we can do with whisky, we shot a video. Our approach was to position Diageo whisky as a modern, non-traditional spirit, for a younger and more engaged target group. We created a friendly ''at home'' environment with a renowned bartender (our whisky expert) and a fashion/lifestyle influencer (our voice of the customer) conversation. The duo was showing to our customers different cocktail recipes that are easily made at home: 6 different whiskys for 6 different cocktails.
"Still looking for the perfect gift?" was our key message across all media to invite customers to discover our content and drive them to a dedicated Amazon landing page. We integrated the video and made it purchasable, allowing customers to buy the whiskies of their choice directly from the video.
By scrolling through the Diageo selection, we created a product selector. We asked customers if their recipient knew anything about whisky, what types of flavor he/she preferred and what his/her budget was. The result was a personalized selection of whiskies. But that wasn't enough.
We wanted to give our "whisky beginners" the opportunity to create a link between the product and their recipients. To find out more about the product and say: "I gave you this one because...". So we created the "whisky identity card". For each of the 75 products, our customers could discover the history of the brand, plus images or videos of the product or its distillery.
There is a whisky for everyone.
A 15 seconds version of the video was used on Fire TV and Amazon.
A storytelling made to educate and lead to sales.
The tone of voice was gentle, and the LP experience was designed to educate, advise and offer customers a complete solution. Just like when a salesperson offers help in a physical store.
Results
All the main objectives were exceeded, enabling us to meet the above-mentioned challenges and considerably increase our client's market share.
+10% Market Segment Share for Diageo in Whisky vs. Q3.
Johnnie Walker became strongest Whisky brand for Diageo in Q4 +42% YoY sales.
Kantar Brand Lift: purchase intent +6.9% ; is a brand I would use as a gift +4.3%
Overall 80% NewToBrand.
This first successful campaign with us launched discussions for a second Think Big project.
Role
I was the art director. From creative concept, client presentations, meetings and alignment with influencers and video crew to production of all campaign elements.
