The Cocktail Collection
In late 2023, Diageo launched The Cocktail Collection — a series of premium ready-to-serve cocktails made with some of their most iconic spirit brands like Ketel One, Tanqueray, Astral, and Bulleit.
After winning the pitch, our agency was tasked with creating the branding and national launch platform for this new-to-world family of products.
COCKTAILS ARE GREAT, BUT WHO HAS THE TIME?
The Cocktail Collection sought to be the first and only step in helping our audience of at-home hosts elevate every event occasion.
YOU’VE GOT IT MADE
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.
Open. Pour. Serve.
Using a mixed-media approach of digital video,16mm film, and still photography, we centered our launch spots around the refined yet relatable memories with friends and the steps that can help you make them.
These pre-roll ads directed hosts to find perfectly pre-made cocktails on our brand-new product website.
We brought our messaging to life through print and outdoor ads centered around imagining what might happen to shakers now that nobody will ever need to make their own cocktails ever again.
To better speak to this audience, we had to become hosts ourselves, which is why we took on a sponsorship role at the W Magazine and Ralph Lauren afterparty during Art Basel.
By featuring our cocktails at the upscale Miami festival, we were able to organically grow awareness among some of the biggest tastemakers and trendsetters at Art Basel while cementing a premium perception for the brand.
With their sponsored content, we made sure to demonstrate the product benefits while still capturing their playful personalities with posts that felt genuine to their followers.
These posts with The Cocktail Collection far exceeded the average engagement for sponsored content on their pages and in conjunction with all our other initiatives, helped make this product launch a roaring success.
1.4. Billion
Impressions across sponsored posts.
45%
Stronger rate of sale than category
25%
Market share increase since launch
My Contributions:
co-concepter, sole-copywriter on the brand, pitch deck copy, tagline, copy for all digital/social/ecomm placements, store display copy, product “Sampling”, Product “oversampling”, product-induced headaches
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