Case Study.
Case Study.
Scope of work
Campaign strategy and execution, creative design, social media strategy, and execution.
Diageo is a multinational alcoholic beverage company that distributes all over the world. Some of the famous Diageo’s brands include Smirnoff, Johnnie walker baileys and Guinness. They wanted to launch Smirnoff espresso and move in on the underutilized non- existent flavored vodka category and also make Singleton the gateway brand to the single malt category.
When launching the new Smirnoff vodka flavor, we understood that Smirnoff espresso needed a campaign strategy that builds on the thought of simple mixology and put an Ethiopian coffee culture twist onto it to build a consumption behavior for Smirnoff-Espresso. And so, we designed the materials needed to create this activation which taps into the modern use of liquors with the three-step use of coffee in Ethiopia; Abol, Tona, and Bereka. Moreover, to have more reach on our target segments, we shared some offline activities on the social media platforms which drove engagement onto the activations. The activation/ sample tasting was held at various bars during the nightlife and concerts that took place at the time.
