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Objective
Fill female leisure travellers’
luggage with at least one midi-sized
(20cl) spirit bottle this summer.
Issue
Whe...
Diageo 20cl portfolio - Planets2
In line
Gondola end cap
Gondola
Objective
Get eager and ambitious professionals that are
on a business trip to shop JWBL and JWDBL.
Issue
Shrewder, and ha...
richarD Branson & Johnnie Walker Black laBel
large concourse
small concourse
large gondola
phone box interior - ipad
hpp
WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELTM
WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELTM
WWW.DRINKIQ.COMENJOYJOHNNIEW...
small site
gondola end
large site
Johnnie Walker Jasper gooDall limiteD eDition
diageo reserve -
the World Class
collection
Objective
Increase sales of Diageo’s Reserve Collection specifically
amongst a...
Dateoriginated:19/01/11 DateAmended:4May201111:14AM Filename:31257_Diageo_Reserve_Barker_KetelOne_105x170.indd Size:105x17...
Objective
Associate finished spirits drinks with relaxed summer
occasions done properly (in the minds of 30-somethings).
I...
diageo & coca-cola schwePPes - summer 2011
let’s slip into flip-flops
and a cold g&t
taste a better summer
© Diageo 2011. ...
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2010+ SaatchiX examples

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A range of mainly Diageo projects I was involved with while at SaatchiX 2010 - 2011

Publicado en: Marketing
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2010+ SaatchiX examples

  1. 1. Objective Fill female leisure travellers’ luggage with at least one midi-sized (20cl) spirit bottle this summer. Issue When flying out, she usually ignores the alcohol category in duty free because of its masculine vibes and bulky 1L bottles that are inappropriate for her trip (too much liquid, no selection). Insight Her holidays begin the moment she clears security, with the opportunity for shopping new & different (like travel size) things that can enhance her trip. Challenge Hero the variety of cute little bottles as a fun addition to her travels. Heart of the Story Your Travel Collection. Diageo 20cl portfolio - planets2 THE BAILEYS, CAPTAIN MORGAN, J&B, SMIRNOFF AND GORDON’S WORDS AND ASSOCIATED LOGOS ARETRADEMARKS © DIAGEO 2011 Create your own travel size collection in Duty Free. key visual
  2. 2. Diageo 20cl portfolio - Planets2 In line Gondola end cap Gondola
  3. 3. Objective Get eager and ambitious professionals that are on a business trip to shop JWBL and JWDBL. Issue Shrewder, and harder to capture than almost any other group visiting the airport. They are competitive and sceptical by nature. The current economic times mean they feel the need to be ‘on message’ and in business mode throughout their trip . Insight Younger male business travellers want to associate themselves with symbols of success Challenge Champion Richard Branson’s success at doing business anywhere as an embodiment of Johnnie Walkers Keep Walking mantra (inspiring personal progress). Heart of the Story Keep Walking. Richard Branson & Johnnie Walker Black Label
  4. 4. richarD Branson & Johnnie Walker Black laBel large concourse small concourse large gondola phone box interior - ipad hpp
  5. 5. WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELTM WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELTM WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELRESPONSIBLY.THEJOHNNIEWALKERBLACKLABELWORDSANDASSOCIATEDLOGOSARETRADEMARKS. Dateoriginated:14June2011 DateAmended:16June2011 Filename:31044_JW_Jasper_Goodall_KV_Portrait_Asian_1800x1200.indd Size:1800x1200 Artworker/Visualiser:BH Page: 1 of 1 Proof number: 01 Colours: CMYK + Any pantones, cutters or varnishes Additional Info: Xxxxxxxxxxxx Designer Date Art Director DateApproval Hi-ResVisual johnnie walker Jasper Goodall limited edition Objective Persuade adopters and adorers of JW who were not considering a liquor purchase to make an exception for this limited edition bottle. Issue 8 out of 10 passengers don’t shop spirits; most thinking that there is nothing relevant or new. For a global number one brand like Johnnie Walker this is an issue particularly true amongst time poor business travellers. Insight These men want purchases that confirm status (for gifts that means for both giver and receiver). Challenge Divert men into Duty Free to see a rare version of their favourite whisky. Heart of the Story Beautiful looking pack from one of the most influential graphic artists of the moment.
  6. 6. small site gondola end large site Johnnie Walker Jasper gooDall limiteD eDition
  7. 7. diageo reserve - the World Class collection Objective Increase sales of Diageo’s Reserve Collection specifically amongst affluent 25-45 yo. male travellers who currently ignore Duty Free. Issue He sees travel retail as being about buying bulk sizes of cheap staple brands – he thinks there’s nothing there for him. Insight He wants to enrich his life through new experiences, but to discover new things he needs a credible source to inspire and take him there. Challenge Give him the inside track on World Class drinks from World Class bartenders working in the Worlds best bars. Heart of the Story A story of style and substance.
  8. 8. Dateoriginated:19/01/11 DateAmended:4May201111:14AM Filename:31257_Diageo_Reserve_Barker_KetelOne_105x170.indd Size:105x170mm Artworker/Visualiser:KP Page: 1 of 2 Proof number: 01 Colours: CMYK + Any pantones, cutters or varnishes Additional Info: Xxxxxxxxxxxx Visual THE WORLD CLASS COLLECTION CRISP AND SOPHISTICATED, KETEL ONE DEFINES THE PERFECT MARTINI ERIK LORINCZ THE SAVOY LONDON concourse exterior concourse bar interior invite BarkerDisplay Diageo reserve - the WorlD class collection
  9. 9. Objective Associate finished spirits drinks with relaxed summer occasions done properly (in the minds of 30-somethings). Issue Beers, ciders and wine are the default drinks for low-tempo summer drinking occasions, whereas spirits are seen as too strong, too expensive, and too much of a faff, both to buy and to make. Insight Shoppers are looking for the most suitable summer products to make their get-togethers into an occasion. This is a good mood moment, as summer feels like a little bit of the weekend everyday. Challenge Hero the taste advantage of mixed spirit drinks and their relevance for summer occasions. Heart of the Story Together for a Better Summer. diageo & coca-cola schwePPes summer 2011 this
  10. 10. diageo & coca-cola schwePPes - summer 2011 let’s slip into flip-flops and a cold g&t taste a better summer © Diageo 2011. The GORDON’S word and associated logos are trade marks. Schweppes, the Fountain Device and the 196 Graphics are registered trade marks of Atlantic Industries. let’s remember the strawberries and forget about the weather taste a better summer © Diageo 2011. The PIMM’S word and associated logos are trade marks. Schweppes, the Fountain Device and the 196 Graphics are registered trade marks of Atlantic Industries. let’s prepare the drinks but let the evening just happen © Diageo 2011. The SMIRNOFF word and associated logos are trade marks. Schweppes, the Fountain Device and the 196 Graphics are registered trade marks of Atlantic Industries. taste a better summer Press barker Get more mmmmmmm for your money The SMIRNOFF word and associated logos are trade marks. © Diageo 2011. Schweppes, the Fountain Device and the‘196 Graphics’are registered trade marks of Atlantic Industries. in store

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