Effie Award Winner: Diageo Pretty Simple Drinks

With its “Pretty Simple Drinks” campaign, Diageo targeted a very specific shopper: “the Undertainer,” a 39-year-old married female who loves to host parties but wants to spend her time socializing, not serving. For this target consumer, the default is to buy wine and beer (as easy as opening and serving). Diageo’s integrated, educational campaign set out to change that and get the party host to enhance her parties.The campaign first intercepted the Undertainer pre-shop by partnering with Tasty for videos on easy-to-make Diageo drinks. The brand further teamed with Buzzfeed (publisher of Tasty) for a native story on refreshing, trendy drinks. On Facebook, ads ran highlighting simple drink recipes with links to buy locally. Then, in-store, Diageo placed full-solution display centers that carried all of the ingredients necessary to make the simple drinks. The merchandisers were freestanding, modular and shoppable from all sides, providing room for Diageo brands, mixers and garnishes. In addition, stores could receive a kit with header cards and educational shelf blockers.For an e-commerce play, Diageo also teamed with delivery app Drizly in select markets to have ads on the app feature recipes around its Bulleit, Ketel One and Tanqueray brands with a link to purchase. The partnership helped connect Diageo with more than 275,000 unique users and saw the brands grow by nearly 30% on the service, compared to the period before, and generated a halo effect of purchases for the period after.Meijer stores showed a bump in both the spirits category and mixers category during the promotion period, outselling stores not involved in the promotion by more than 7% and lifting the category by more than 9%. Looking at stores with displays, they increased sales by more than 10% versus stores without displays.Tasty videos generated 3 million views, and Facebook ads with “where to buy” maps scored more than 226,000 click-throughs and outperformed its goal by 50%.

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2023 OmniShopper Awards: Digital