Diageo’s focus on niche whisky
How can we help Diageo target multiple niche whisky markets?
The backbone of Diageo are brand famous drink labels, from Johnnie Walker to Guinness.
The group is also home to a range of smaller independent drink labels. In particular, they wanted to focus on building a social following for two whiskies: Talisker and The Singleton.
But how could they build brands which were compliant with their own rigorous standards without diluting their individuality?
The ask
Bring the rich ethos of Talisker whisky to life on social.
Transform how Gen Z think about whisky by marketing The Singleton as a fun alternative beverage.
The approach
Run an exploration session with both brand teams to capture the magic and integrity of each Scotch, confirming who the target audience are and what our USP is.
Research what resonates with our social audiences, identify cultural moments, and ideate content franchises.
Run creative campaigns for key moments and collaborate with brands and creators to increase brand visibility and brand love.
The results
Hero the unique nature of Talisker by inviting our social audience in to experience the elements that help shape it, and creating immersive in-feed moments.
Successfully make The Singleton the defacto malt for entry level whisky drinkers, by making it more accessible with simple cocktail recipes and partnerships with creators (like Binging with Babish)
A very happy client!
