Diageo: The Whiskey 5

Problem: Confusion in the Category.
Strategy: Establish the Language of Whiskey.

We need to dimensionalize the attributes of
whiskey taste(s), as the basis for our language. 

From: A good whiskey for the price.
To: The BEST whiskey for me.

RESULTS:

Effie Silver Award Winner.
Biggest investment in Diageo History.
Across 3,500+ retailers and hit 5,000 displays.
$15M incremental GP across whiskey portfolio.
40% sales lift.