Diageo: Royal Challenge – Engaging a new generation

Creating a bold new aesthetic helped Royal Challenge, the Indian whisky brand, grow and increase its market share.

Design consultancy: BloomAdvertiser: Diageo

Executive Summary

"We couldn't be happier with the Royal Challenge performance since the redesign was launched. The new design is a compelling move forward for the brand, successfully connecting Royal Challenge with the spirit of India today so engaging with a new generation of RC loyalists."

Subroto Geed, Senior Vice President, USL (a Diageo Group Company)

In a buoyant but saturated Indian whisky market, Diageo's Royal Challenge brand was failing to make a distinctive and contemporary statement to its audience.

We were briefed to redesign the packaging to drive engagement amongst younger consumers,...

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