The Cocktail Collection
To launch Diageo’s Cocktail Collection, we used the premium legacy of their spirit brands to position the ready-to-serve cocktails as a host's first step towards a legendary party.
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Using mixed-media such as 16mm film and editorial-inspired aesthetics, we leaned into the refined yet relatable memories of moments spent with friends.
This aesthetic was a perfect reflection of the premium perception of these brands while staying accessible enough to excite our audience of at-home hosts.
We summarized our strategy in a tagline that plays off the ease of prepping with our cocktails as well as the feelings of satisfaction you get when everything in life is exactly right.
We continued to educate consumers about our unique product benefits with high-impact outdoor and print executions, including Times Square and the New York Times, where we imagined new uses for cocktail shakers now that nobody needs to make their own ever again.
We continued to educate consumers about our unique product benefits with high-impact outdoor and print executions, including Times Square and the New York Times, where we imagined new uses for cocktail shakers now that nobody needs to make their own ever again.
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