Understanding women: How Diageo learned to speak unisex

This paper describes a research project for Diageo, the drinks company, which sought to gain a better understanding of women in order to engage them with its brands.

Understanding women: How Diageo learned to speak unisex

Izzy Pugh and Christene McCauley

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Preface

While 51% of the world's people are women, Baileys was the only brand in Diageo's portfolio that recognised them as a consumer. It was time for a new perspective – Diageo came to us to help understand what women really want.

We knew we had to get under the clichés of marketing to women and the way that femininity plays out in different markets. Using a multi-layered approach, we travelled to the chosen markets, Brazil, Mexico and...

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