For many people, cocktails are too complicated and intimidating. Why bother mixing a drink when wine and beer are so easy? That’s the question shoppers were asking, and why Diageo turned to TracyLocke to make cocktails great again.
“The Under-tainer”
We identified four key shopper segments, and we zeroed in on one…The Under-tainer who’s all about maximum fun and minimal effort. We discovered wants to serve cocktails and when she chooses wine and beer all her guests see is #basic.
We positioned Diageo brands as a painless way to create post-worthy drinks. At its core, Pretty Simple Drinks was a series of fun recipes that take under 60 seconds to make. Just pour, mix and garnish. But we didn’t just want them to be easy to mix, they needed to be easy to shop, too.
Drove sales
increase vs PY
Drove Ecommerce
sales increase vs PY
Effie
2X Gold
