How Diageo is building emotional engagement with Johnnie Walker and Baileys
Geoffrey PrecourtWarc
When people order cocktails by brand, they're often making a bespoke style statement every bit as personal as the ties around their necks or the shoes on their feet.
The I-am-what-I-drink semiotics has made Jack Daniels the tough-guys adult beverage for decades; in the '80s, ordering an Absolut on the rocks in America was all but a declaration of supreme self-confidence – an expression driven in large part by TBWA's ABSOLUT [_____] advertising.
When consumers say they favor Diageo's Johnnie Walker over another blend of...