Campaign details
Brand: DiageoLead agency: Mindshare India Pvt.Ltd.Region: APAC
Objective
The alco-bev category has seen a rise in home parties since late 2015. This was a fall out of a larger consumer trend of personalization, which meant that parties which were previously large flashy dos had turned into more private and personalized affairs.
The challenge was for Diageo to get a foothold in the house party category before competitor brands tap the trend and to create a user experience which would continue engaging the consumers in the home party space.
Target audience
The target audience...