How Diageo's brands demonstrate purpose

Diageo has tapped into what consumers around the world seek to celebrate and represented these themes with a variety of work ranging from celebrating glitz and glamour to gender equality in sport.

Celebrations are a vital part of every culture. Whether it’s commemorating a life achievement or raising a glass to a full rotation of the earth around the sun, celebration is a huge aspect of what makes us human.

It is also the cornerstone of Diageo, which focuses on celebrating life every day and everywhere. Speaking at Mad//Fest (July 2022), Christina Diezhandino, CMO of Diageo, outlined how the drinks giant has infused the idea of celebration into its brands’ campaigns.

When considering celebration, what Diageo is trying to look for is how consumers around the world are thinking about celebration –...

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