Diageo

GROWTH AND REPUTATION

 
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CHALLENGE

Diageo, the top whiskey in Latin America, sought to engage 35+ year-old influencers in social action to be seen as socially responsible and cut through with a message of a rising, successful generation giving a hand up to others.

DELIVERABLES

Created dozens of community events across Mexico, Colombia and Venezuela culminating in nearly 7,000 volunteers attending exclusive live sessions with Smashing Pumpkins and Maroon 5.

RESULTS

  • Changed consumer behavior as 98% said they would help their local charity again

  • 61% said the program elevated their consideration of the brand

  • Diageo was able to achieve higher levels of reach and brand references in PR and social

“The message is precious for our customers. It’s really to encourage a culture change…to really create a different presence in Mexico as a brand with attitude and responsibility.” — Marketing Director, Diageo Mexico