Diageo: The Welcome Drink

Drinks manufacturer Diageo joined forces with TV cooking show MasterChef and created a multimedia strategy to boost spirit sales in Australia.

Campaign details

Brand: DiageoBrand owner: Diageo AustraliaLead agency: Spark Foundry Australia, Leo Burnett SydneyCountry: AustraliaIndustries: Spirits & liquorsMedia channels: Content marketing, Magazines - consumer, Online display, Online video, Point-of-purchase, in-store, Social media, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

By infiltrating the largest, and most-renowned, food platform in Australia, Diageo successfully redefined Australia's drinks culture.

To successfully encourage Australians to break away from the standard beer or wine offering, we rebranded spirits and cocktails to become the desirable "Welcome Drink"; a thoughtful and polished start to...

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