Diageo AdWatch
A collection of breaking campaigns and innovative marketing examples from the drinks sector
Diageo
Pimm’s introduces limited-edition labelling to mark King Charles III’s Coronation in the UK
Campaign Overview
Building on its image as the classic English summertime drink, Pimm’s has aligned itself with a key moment in British history by launching a limited-edition bottle to mark King Charles III and the Queen Consort’s coronation. Labelling, on both the 70cl and 1l bottles, features a crown-shaped design of Buckingham Palace alongside purple and gold bunting, silhouette of the red arrows and a banner with the words ‘Coronation Edition 2023’.
Via its social channels, including Facebook and Instagram, the brand encouraged fans to ‘kick back and enjoy the coronation in style’ with a recipe for a Coronation Spritz a key feature. The drink blends Pimm’s with strawberry jam, juice of a lemon and soda water with a garnish of fresh strawberry, peach and basil. There was also a competition on Instagram giving away Pimm’s party packs, which featured a bottle of the limited edition drink, six cups, 3m bunting, stirrers, straw and a jug. The brand invited fans to share photos of themselves enjoying the drink to drive social spread.
Key Learnings
Pimm’s is the quintessential English drink, and has long associated with events such as Royal Ascot and Wimbledon, so this limited-edition fits very neatly with its brand identity and is timely as summertime approaches. Making just a limited number means that demand should have been high, and the bottle itself provides a memento and keepsake of a globally historic moment.
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Beer
Hoegaarden opened flavour-testing booths in Shanghai to support launch of new fruit flavours in first Spring since pandemic.
Campaign Overview
Hoegaarden China opened six flavour tasting booths in the city of Shanghai, making use of now redundant Covid swab-testing booths. Launched as part of the ‘Take a sip of sweetness and enjoy the Belgian spring’ strategy, the stunt took advantage of the daily testing routine which consumers became so familiar with during the pandemic.
The booths were revamped beyond recognition to feature wild flowers and plants, both inside and outside, and were clad to look like classic Belgian architecture. Passers-by were offered a free sample of the fruit beer to enjoy with friends at tables and chairs, as well as Belgian poppies to take away. In a nod to their original design however, rows of test tubes were used as flower vases and drinks were dispensed to customers through circular holes in plastic screens.
"Utilising no longer needed infrastructure brings a sustainable aspect to the campaign."
Key Learnings
This activation is so powerful in terms of timing, for the first time in four years drinkers can now enjoy the spring time and the freedom that comes with being outside with friends without restrictions. Here, Hoegaarden is facilitating in-person togetherness. By keeping elements of the testing booths, such as the windows and test tubes, it allows the transition from restriction to freedom to stay front of mind. Utilising no longer needed infrastructure, also brings a sustainable aspect to the campaign.
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Spirits
‘People are good for you’ message at the core of Jim Beam's new all-encompassing global positioning focused on emotional connection
Campaign Overview
Jim Beam, the all-American bourbon, is looking to make a more powerful connection with a new generation of drinkers via its "People are Good for You" proposition, which is being seen across its new website, ATL and updated packaging. TV and digital video spearhead the campaign and captures a classic bar scene and the infectious nature of human connection via the 'Sweet Caroline' song by Neil Diamond. What starts as a single person singing quietly gradually leads to the closing shots of the entire bar in full voice, with people of all ages, gender and ethnicities represented. This spontaneous moment of joy showcases human connection not just with friends and loved ones but also those you have never met.
The campaign is appearing in the US initially but will roll out to international markets later in 2023. Cover photo on Facebook has been changed and content is being seeded on Instagram.
Key Learnings
While this is a new approach from the brand, the creative is still very reminiscent of what we have seen before including the much-used, dark American bar setting as seen in TV over last few years. There is certainly less emphasis on flavour and more on feeling and the joy of being together, perhaps a message which is timely given our first full year without social restrictions.
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Digital
Human-Centred Intelligence Chatbot ‘Elliot’ stunt mimics Chat GPT service for Hendrick's Gin
Campaign Overview
ChatGPT, the artificial intelligence chatbot launched in November 2022 which looks to answer any and every question posed via the worldwide web, continues to attract media and consumer attention the world over. Hendricks Gin looked to leverage this ‘model’ and response with a version of its own and a stunt entitled ‘Chat G&T’. However, this interactive online conversation had its own twist and was not controlled by a computer but by a human, a ‘genuinely intelligent gentleman‘ called Elliot.
Facebook and Instagram content was used to drive awareness ahead of the event, held on the evening of 20th April on the brand’s US Instagram channel, and invited drinkers to “bring your musings about the universe to our dear friend Elliot, and he will respond with the delight of a complex human between sips of a refreshing Hendrick's & Tonic.” Elliot was seen singing songs, reciting poems and answering an array of both existential and whimsical questions, while enjoying a Hendrick’s gin and tonic.
Key Learnings
This brings to life the brand’s own eccentric persona in a way that has talkability factor. From the way Elliott was presented to his answers to the questions posed, it was all very ‘on brand’ and consistent with the image that Hendrick’s has consistently built across international markets. A very fun way to make light of a topical issue.
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Non-Alcohol
Samantha Ruth Prabhu stars in ‘Rise up Baby’, a campaign from Pepsi which looks to empower and inspire women to break from societal gender norms
Campaign Overview
Pepsi in India has launched the second instalment of its ‘Rise Up’ campaign with a 50-second video starring actress Samantha Ruth Prabhu at the heart of the strategy. In a bid to challenge some of the stereotypical views around gender roles in Indian society, the narrative portrays the star being questioned for not being married by a certain age, shamed for staying out late for work and taking up a lead action-oriented role, bringing to life the daily challenges that women face across the country in a way that is dynamic and relevant. Repeating shots of the actress enjoying Pepsi allow for maximum product.
Also appearing via OOH and on social media, the campaign strives to inspire women to follow their passions and irrepressible beliefs to break the societal norms. Twitter and Instagram were used to stimulate interest and anticipation ahead of the video launch, with short snippets of content showing Samantha from the back and inviting fans to guess who would be appearing in their next campaign.
"Samantha Ruth Prabu is an embodiment of a non-conformist women who is confident with her personality and lives her life the way she wants to"
Key Learnings
The video has garnered 10million views on YouTube in the first 11 days since it was seeded so engagement has been very high upon launch. In a statement Pepsi explained: “Samantha Ruth Prabu is an embodiment of a non-conformist women who is confident with her personality and lives her life the way she wants to.”, and she certainly brings to life this rebellious confidence in this campaign. The first instalment, launched earlier this year, starred Indian actor Ranveer Singh and this is a neat addition to this youth empowerment drive focused not on moment of consumption but on how consumers live their lives.
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Experiential
Bud Ground Cooler claims to be first ever sustainable cooler to operate without electricity.
Campaign Overview
Budweiser has created what it claims is the first ever sustainable cooler that is able to refrigerate drinks below 8°C, without using electricity. The devise has been created in response to data from Statista which showed how the demand for cold beverages in countries such as Morocco, Ghana, Mali, India and Pakistan has increased by approximately 14% in the last decade, and around 48% of these territories do not have regular access to electricity and experience power cuts.
The cooler is inspired by ancient Egyptian cooling techniques and Indus Valley civilizations that made use of the geothermal cooling properties of the ground to keep things cool, and is designed with an umbrella-shaped top that shades from the scorching sun. This means it is dual functioned in not just cooling the drinks but also providing a place for consumers to enjoy a beer while shading from the heat of the sun. This initiative is part of the brand’s wider campaign to address global warming, and it is currently used in Morocco. Budweiser plans to install more Bud Ground Coolers in various regions with electricity issues.
Key Learnings
This activation is about much more than marketing and is a social innovation, an invention that looks to support communities, drinks suppliers and consumers who are being impacted by global warming, rising temperatures and power supplies. It will be interesting to see if, and how, this is developed to further territories and how Budweiser maximizes exposure for it.
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Wine
Archer Roose launches a tongue-in-cheek book club with brand’s famous celebrity creative officer, Elizabeth Banks, at the forefront
Campaign Overview
Archer Roose, the US canned wine brand, has launched the ‘Elizabeth Banks Book Club’ named after the label’s part-owner and chief creative officer. Under the premise that book clubs are simply an excuse to get together with friends and drink wine, this ‘alternative’ book club is designed for drinking wine only, with no need to read the book.
To join, drinkers simple have to follow the brand on Instagram and content invites them to share posts of books they are reading (or not) and tag the brand. American actress Elizabeth Banks appears in a 20-second video to support the launch, and she is seen sarcastically proclaiming that ‘if you’re a female famous person and don’t have a book club, you’re not really famous’ adding an additional layer of humour to the initiative. Facebook is being used to drive awareness of the campaign first launched on the 1st May.
"Since its inception in 2014, Archer Roose’s entire ethos has been founded on being disruptive and challenging preconceptions."
Key Learnings
Since its inception in 2014, Archer Roose’s entire ethos has been founded on being disruptive and challenging preconceptions, it is a luxury wine in a can. Elizabeth Banks has fronted comms since 2020 and this latest campaign is a consistent approach, building on previous comms which poked fun at marketing conventions. The tongue-in-cheek message continues to build a playful, fun persona which should appeal to the core female audience.
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