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Comfort, utility, service, purpose: How Diageo has responded to the COVID-19 pandemic

Article • Geoffrey Precourt, Event Reports, Advertising Week, September-October 2020

Diageo, the spirits manufacturer, has mixed consumer engagement with purposeful marketing as it responds to the COVID-19 pandemic.

Chinese consumers prefer to buy luxury clothes and jewellery in-store

Data • Rob Clapp, WARC Data Points, September 2020

An overview of luxury goods consumers in Mainland China and Hong Kong and online and offline retail.

What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.

Luxury spending drops in Hong Kong and Singapore

News • 18 November 2019

Affluent consumers in Hong Kong and Singapore have severely cut back their spending in most luxury categories over the past four months, as concerns grow about the economic outlook for the year ahead.

What's working in luxury

Article • Anna Hamill, WARC Category Intelligence, September 2019

Global strategies, campaign updates and trends in luxury.

World market for luxury goods

Article • Euromonitor Strategy Briefings, June 2019

A regional overview of the world market for luxury goods with key trends shaping luxury goods and an analysis of leading companies and brands in the segment.

Innovation and disruption in alcoholic drinks: Raising a glass to the new consumer

Article • Euromonitor Strategy Briefings, December 2018

Offers an industry overview of alcoholic drinks, including innovation and disruption caused by changing consumer attitudes.

Competitive strategies in luxury goods

Article • Euromonitor Strategy Briefings, November 2018

Looks at the state of play for luxury corporates, as well as the competitive landscape and competitive outlooks.

LVMH taps luxury startups

News • 10 April 2018

PARIS: Luxury behemoth LVMH, owner of high-end fashion, and high-end beverages, is investing in younger companies working in the luxury sector, including counterfeit detection software and new materials firms.

Bodegas Barbadillo: Poetry in a Bottle

Case Study • IMC Awards (European), Bronze, 2017

Bodegas Barbadillo, a Spanish winery, successfully launched a new special vintage wine and raised brand awareness in the UK and Spanish markets.

The Patrón Spirits Company: Patrón Cocktail Lab – The Intelligent Cocktail Recommendation Platform

Case Study • MMA Smarties, Silver, North America, Mobile Audio, 2017

Patrón, an alcoholic drinks brand, demonstrated the versatility of its tequila by creating a voice-enabled app that helps people in the US discover cocktail combinations suited to their individual taste.

Diageo brews up engaging experiences

News • 31 May 2017

AUSTIN, TX: Diageo, the alcoholic drinks company, is responding to shifts in consumer perceptions of luxury by connecting various brands with compelling experiences.

Diageo brews up enticing brand experiences

Article • Stephen Whiteside, Event Reports, South by Southwest, March 2017

This event report outlines how Diageo, the alcoholic drinks group, is connecting its brands with engaging consumer experiences.

Global luxury goods overview

Article • Euromonitor Strategy Briefings, March 2017

This report discusses the luxury goods industry in a global context, including changes in key markets, consumer attitudes and technology’s influence on luxury goods.

Moët Hennessy’s new look at luxury

Article • Geoffrey Precourt, Event Reports, ANA Brand Activation Conference, April 2016

This event report outlines how Moët Hennessy, which manufactures a range of premium alcoholic drinks, is responding to changing beliefs and behaviours around luxury.

Johnnie Walker Blue Label: "A gentleman's wager" viral campaign

Case Study • CASSIES (Canada), Silver, Canadian Advertising Success Stories, 2016

This case study describes how Johnnie Walker repositioned itself in the post-Global Financial Crisis (GFC) luxury category by subverting the norms of deluxe whiskies and emphasising its credentials.

Johnnie Walker Houses

Case Study • Design Effectiveness Awards, Gold, Design Effectiveness Awards, 2016

This case study describes how Diageo established Scotch whisky as part of a sophisticated and luxurious lifestyle in China by creating an embassy for whisky culture: The Johnnie Walker House.

Packaging the Johnnie Walker Collection

Article • Hilary Boys, Admap, November 2015, pp. 38-39

This article discusses Diageo's campaign for the JW Collection, made up of four miniature whisky bottles, which employed premium contemporary packaging to increase desire and devise sales.

Johnnie Walker Blue Label: The Gentlemen's Wager

Case Study • Ronnie Thomas, WARC Prize for Asian Strategy, Shortlisted, 2015

The case study talks about "The Gentlemen's Wager" – Johnnie Walker Blue Label's first centrally executed global digital campaign which was activated from August to November 2014 across 24 countries globally and eight countries in Asia.

Do Price Promotions Help or Hurt Premium-Product Brands? The Impact of Different Price-Promotion Types on Sales and Brand Perception

Research Paper • Felix Zoellner and Tobias Schaefers, Journal of Advertising Research, Vol. 55, No. 3, 2015, pp. 270-283

Although various types of price promotion are used to increase sales, they negatively may affect consumers' perceptions of a premium-product brand.

Johnnie Walker Blue Label: The Gentlemen's Wager

Case Study • Ronnie Thomas , WARC Prize for Connection Strategy, Bronze, 2015

This case study describes how Johnnie Walker Blue Label, a premium scotch whisky, ran its first centrally-executed global digital campaign to raise the brand from premium to luxury.

The Brand Challenge: Luxury branding

Article • Jean-Noël Kapferer, Research on WARC, September 2015

This extract from the book 'The Brand Challenger' discusses luxury marketing, and puts forward five 'anti-laws', where the usual rules of marketing do not apply to luxury brands.

Luxury marketing: 5 ways to market prestige brands

Article • Wolfgang Schaefer, WARC Best Practice, July/August 2015, pp. 14-16

This article explores how luxury brands use digital and social media to build proximity to consumers whilst maintaining distance in an 'unselling' strategy.

The US luxury retail landscape report

Article • Nielsen, May 2015

This article examines the luxury consumer landscape in the US, identifying five segments of consumers who have distinct approaches to luxury consumption and recommends ways to build relationships with each.

Johnnie Walker Blue Label redesign

Case Study • Design Effectiveness Awards, Silver, Design Effectiveness Awards, 2015

This case study explains how a redesign of long-running premium whisky brand Johnnie Walker Blue Label boosted sales by instilling a renewed sense of premiumness.

What's working in FMCG

Article • WARC Category Intelligence, July 2020

Global strategies, campaign updates and trends in the FMCG category.
What's working in alcoholic drinks

Article • WARC Category Intelligence, September 2020

Global strategies, campaign updates and trends in the alcoholic drinks category.
How to make effective food advertising in the COVID-19 era: insights from Ipsos

Article • Stephen Whiteside, Event Reports, Ipsos 2020 Food Industry Summit, August 2020

Research firm Ipsos analyzed the advertising creative that delivered the greatest impact during the COVID-19 pandemic to offer guidance for food brands.
DB Export: I'm Drinking It For You

Case Study • Ahmad Salim, James Tucker, WARC Awards, Grand Prix and Best Multiplatform Award, Effective Content Strategy, 2020

Beer brand DB used a multiplatform takeover encompassing TV, radio, print, digital, social and experiential to launch its DB Export Gold Extra Low Carb beer in New Zealand.
Baileys: From forgotten icon to global treat

Case Study • Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2020

Liqueur brand Baileys reversed its decline in sales with its global campaign Don't Mind if I Baileys.
Evolving the alcoholic beverages category: Marketing to engage Gen Z

Article • Vicky Bullen, WARC Exclusive, April 2020

Gen Z drinking habits are changing, and brands need to wise up to the ‘why’ and shift their strategies.