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Diageo Spirits Reinvention
Diageo was seeking to gain new understanding of the Spirits shoppers, opportunities to reach them, and concepts to visualize the possibilities. We synthesized dozens of existing consumer and shopper research decks to recognize upcoming trends and paint possible themes to connect with the shopper of tomorrow.
To bring themes to life, inspirational mood boards were developed. We filtered thought starters through those themes to develop a palette of tools that would foster engagement with the category.
Further development led to environmental designs that would house the engagements and deliver context around the activities and shopping.
Through these environmental solutions, we helped Diageo present to and on-board retailers. These tools helped retailers pinpoint the personality they wanted to project to their shoppers and adopt possible strategies to develop their own in-store solutions.
Some retailers, including Meijer, Jewel-Osco, and ABC Fine Wine & Spirits tapped our team to develop the possibilities further to accommodate their specific needs and parameters.
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