Campaign details
Brand: Haig ClubAdvertiser: DiageoEntrant: adam&eveDDBPrincipal author(s): Tom Roach, adam&eveDDBContributing author(s): David Beckham, DB Ventures, DerkJan Hageman, Ronan Beirne, Rob Grant and Vicki Holgate, Diageo, Nic English and Rafael Guper, adam&eveDDB, Andrew Deykin, Data2Decisions
Executive summary
In 2013 Diageo faced a huge and perennial challenge: how do you recruit younger drinkers1 into premium whisky, a category they'd always resisted?
To make it even harder we needed to solve it in a way that proved a new launch model in whisky was possible, one more suited to the needs...