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Diageo Dark Spirits Portfolio
Created by Craftswomen
RAN IN: United States
CLIENT
Diageo North America
Jeff Verses, Director Strategic Marketing
Allison Webb, Senior Shopper Marketing Manager
AGENCY
Elizabeth Harris, Chief Strategy Officer
Soche Picard, Chief Executive Officer
Olivia Lowry, Junior Art Director
Jessie Cadle, Associate Creative Director
Anna Rudy, Creative Director
Jenny Schee, Project Manager
Beth DeBona, Strategy Director
Jessica Hanna, VP Account Director
Chris Cancilla, Chief Creative Officer
Sam Matteson, Account Supervisor
Katie Pribylshay, Associate Creative Director
Kelsey Eliason, Senior Copy Writer
SUMMARY
During Women’s History Month, we saw an opportunity to fight false gender perceptions around dark spirits to better support our female audience. We brought stories of Diageo’s female blenders/distillers into the spotlight to show the world that whiskey doesn’t have a gender, while finally representing and acknowledging this growing female segment. A story of authenticity and progress was told – an anomaly in the adult beverage category. We surpassed business goals and accomplished many first-time retail wins, proving that people show up for the brands that show up for them.
CASE STUDY
CASE VIDEO
Hero Medium: RETAIL EXPERIENCE
Medium Featured On Video: BRANDED CONTENT,EVENTS,PR,RETAIL EXPERIENCE,SOCIAL MEDIA
Audience: Women
Objectives: Build, change corporate image
Type: Business to Consumer
Language: English
