World's leading spirits company, Diageo, wanted to engage consumers in the on-trade around the Letscocktail/Mixitup campaign which is supported by the global website, www.thebar.com. Goal was to create a social sharing occasion with a new tool, a DIY shaker called Mason Shaker, and have guests order and drink more cocktails in the on-trade.
The campaign was built around the leading spirits from Diageo's portfolio, Smirnoff Vodka, Johnnie Walker Whisky, Tanqueray Gin and Captain Morgan Rum.
From an initial, short brief our creative and strategic team came up with a full campaign plan covering all aspects, from the creation process right into the activation.
Our design team created the main campaign images, all relevant POS, activation and media materials, styling and decoration.
We created wood and brass trays supporting the Mason Shakers, made instruction manuals and shot instruction videos to support the outlets. Posters, stickers and surprising pop up menu cards were also created to support the campaign.
In a short timeframe, a team of bar consultants delivered the relevant materials, trained and supported 200 of Diageo’s outlet clients.
Close to 100 activations were planned and executed throughout cities like Brussels, Amsterdam and Antwerp.
Various events were supported around the Mixitup theme, like Taste of Amsterdam.
