Diageo: Home Party Essentials 101 – By SIMI the AI-powered Bartender

This case study explains how Diageo, an alcoholic drinks brand, created the first branded bot in India to engage consumers in the home party space.

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...

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