Diageo: World Class

Rachel Chan and Louise McGuane
Neville MCarthy Associates, Iris

Campaign details

Brand owner: Diageo Reserve
Agency: Neville MCarthy Associates, Iris
Brand: Diageo portfolio including Johnnie Walker Blue Label, Johnnie Walker Platinum Label, Johnie Walker G
Country: Brazil, Russian Federation, United Kingdom
Industry: Spirits, liqueurs
Media budget (USD): Over $20 million
Channels used: Branded content, Events and experiential, Games and competitions, Point-of-purchase, in-store media, Public relations, Social media, Television

Executive summary

This case study describes the drinks group Diageo's programme, World Class, which includes an on-trade training programme and a mixology competition designed to transform drinking experiences and elevate the craft of the bartender. Participation in the program included an invite to enter the competition. The best bartender from each country was taken to the global final to face a panel of industry judges and compete to become World Class Bartender of the Year. This paper describes how Diageo shifted its target from the drinks trade to consumers, and partnered with a production company to film the competition for television. This was supported by digital and in-market activations to increase consumers' access to and understanding of fine drinking experiences. It cites the impact on trade accounts, brand sales and the media reach created by this campaign as evidence of its success.

Campaign background