Diageo Whiskey · Shopper / Retail
A better way to sell whiskey.
The assignment started in the aisle. The opportunity was bigger: give shoppers a simpler, more useful way to navigate the category.
The assignment
Help people choose.
Whiskey can be an intimidating category. The work needed to do more than decorate the aisle—it needed to make shopping easier and give people a reason to engage.
How the idea lived
The idea became a retail system, a digital tool and an award-winning shopper program.
The creative leap
Don't just promote bottles. Create a way into the category.
The idea turned a retail assignment into a simple organizing thought shoppers could actually use. Instead of adding more noise, the work helped make the shelf make sense.
What happened
accounts used the program.
Effierecognition for the work.
That’s the kind of improvement I like most: take the assignment as given, then find the bigger idea hiding inside it.
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Cincoro Tequila
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