Diageo: One Ear Older

Shackleton

Entry Information

Category: Product Manufacturing and Distribution
Country where program ran: Spain
Dates 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: Diageo
Media 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 campaigns that encourage drivers to not drink and drive.