How Diageo is building emotional engagement with Johnnie Walker and Baileys

This report describes how Diageo, the alcoholic drinks maker, is driving engagement across its portfolio, using two of its largest brands as examples: Johnnie Walker Scotch whisky and Baileys Irish Cream.

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...

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