Diageo – Spirit of Summer

Diageo is the world's leading premium drinks business with an outstanding collection wine and beer brands.

Spirits are generally considered a ‘high tempo’ drinking occasion, and tend to be overlooked during low-mid tempo occasions, such as lunches, sunny afternoons in the pub garden, in favour of a glass of rosé, a pint, or more recently, cider, particularly during the summer months.

All this is despite the fact that there are less alcohol units in a long mixed spirit drink, than in a standard size glass of wine for example.

So, with that in mind, our brief from Diageo was to create a summer campaign that would highlight the endless possibilities of summer and capitalise on the spontaneity of the season, whilst recognising the unpredictability of the British weather.

What we did

brand identity and design
advertising
communications
visibility

The result was the Spirit of Summer, a festival POS kit for every outlet which highlighted the possibilities of the fantastic Diageo spirit brands and mixers and made customers feel that they were part of something bigger, the relaxed, sociable, exciting vibe associated with the summer music festival scene.

Although the scale of the activity wasn’t as big as initally planned, the concept was eventually used as a smaller kit, delivered through routes to market. The kit included multibrand as well as brand-specific posters and strut cards, recipe sheets, ice buckets and pitchers, and were distributed to bars as part of a limited offer

Licensee feedback suggested that the use of POS and the creation of a visible ‘hot spot’ resulted in a sales uplift of over 50% in spirits, their most profitable category.