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2020 BRONZE OMNI-CHANNEL SHOPPER SOLUTION / COMMERCE & SHOPPER EFFIES
UNITED STATES
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.
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CASE STUDY
CASE VIDEO
Hero Medium: INTERACTIVE/ONLINE
Medium Featured On Video: BRANDED CONTENT,ECOMMERCE,RETAIL EXPERIENCE
