Diageo: One Ear Older
Shackleton
Entry Information
Category: Product Manufacturing and DistributionCountry where program ran: SpainDates program started/ended: May 2011 – December 2011
Product Description:
J&B is the world's third biggest selling Scotch whisky and market sales leader in Spain.
Advertiser/Client Name: DiageoMedia Channels: Web Development, Other
Website:http://www.judgingishard.com/campana/echo/oneearolder
Strategy
Marketplace challenge:
Sales of whiskey have been decreasing year on year due to the increasingly stronger appeal of other alcoholic beverages such as rum or gin, alcohol price hikes, the impact of the economic crisis, increasing legal restrictions and aggressive public information...