Brand Campaign
WHO: WHAT:
DIAGEO is a British alcohol holding company with about 50 brands, relying heavily on their 8 Priority Brands (Captain Morgan, Guinness, Jose Cuervo, Tanqueray, Baileys, Johnny Walker, Smirnoff, and J&B Whiskey).
Create a truly effective campaign that makes drinkers understand the full scope of what it means to drink responsibly, in a way that alcohol brands have never been able to achieve.
“Drink Responsibly.” We started with the phrase. Who did we talk to? Young people at bars. What did we find?
The phrase doesn’t resonate. It’s an awkward subject. They find a ride but keep drinking.
Why? Young people have these perceptions about “Drink Responsibly” because the messaging is hitting them in the wrong spot.
“I’m not going to remember the commercials when I’m sitting at a bar at 1am deciding whether I should buy another drink.”
Solution All we have to do is hit young drinkers with messaging at the right time of night, right? No. It’s going to take more than good timing. Why? We found two perceptions about drinking in general that influence their decisions.
View drunk as more fun than buzzed causing them to drink over the limit.
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Blame their drunken state on the drink. Say it differs based on what they’re drinking.
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Lost RESPECT for the act of drinking and their own limits.
How can DIAGEO help? DIAGEO already respects their products. They produce high quality alcohol for high-class drinkers. Their products were made for sipping, not chugging. People who drink DIAGEO recognize this and are drinking their products responsibly. They respect the DIAGEO product and the act of drinking it. Most irresponsible drinkers aren’t the DIAGEO drinker.
Younger
Irresponsible
Responsible
DIAGEO
Older It’s not realistic to believe that DIAGEO can change every single young person’s perception of drinking. However, there is still an opportunity for DIAGEO to leverage their reputation as a respectable brand and change a portion of young people’s perception about drinking responsibly.
Strategy: DRINK RESPECTFULLY.
You can’t drink responsibly until you respect your limits and most importantly the drink you’re consuming. DIAGEO can completely own the drinker that everyone aspires to be and make a difference.
TAXI
PRODUCT EXTENSION
We want young people to respect the act of drinking and their limits, but we don’t want them to not drink. One way to make sure you don’t go over the limit is by drinking one water for every alcoholic drink you have. What better way to promote respecting your limits than providing a product that will help you do just that. Presenting, Diageo water.
DIAGEO WATER GIRLS