– TMW Unlimited presents –
The Art of
Alcoholic Drinks
Marketing
1. Focus on occasions
Consumers have a repertoire of brands they drink, which varies depending on their needs, feelings and the company they’re with. Build strong associations between your product and great occasions to make your brands as relevant as possible at these shared moments.
Case study: Diageo's thebar.com
We created a Pan-European website aimed at inspiring consumers to release their inner mixologist. Celebrating a variety of social occasions, we showed how Diageo's range of spirits could be used to create the perfect cocktail at home.
RESULTS
300k+
unique visits
per month to the site, with 1m+ visits in key celebration months of August and December
Site ranked
no.1
for popular search terms and is more visible than Jamie Oliver’s Drinks Tube or BBC Good Food guide for key search terms
Best use of
Search
Winner of a Silver DMA
2. Ensure maximum crave appeal
Neuroscience research from our sister agency, Walnut Unlimited, has revealed that how you show your product can have a dramatic impact on brain activity. Make your product look as irresistible as possible and the star of your communications.
Case study: Whitley Neill
Whitley Neill’s previous content looked generic, unappetising and failed to communicate the quality and crisp flavours that go into their hand-crafted dry gin.
To create crave appeal, we shot beautiful photography and video content that celebrated the gin’s botanical ingredients and which brought the flavour profile to life through bespoke cocktail recipes and garnishing. We made the product the hero of every shot and dramatised the mystery of Africa and the exotic. To maximise budgets, we stripped out unnecessary creative layers. A team of two captured 600 pieces of content over three half-day shoots… the time other agencies would still be considering concepts!
RESULTS
127% increase in engagement on previous content.
“The team took a very difficult brief and crafted a stunning piece of work that dramatically increased engagement with both consumers and the trade. They ticked every box and were a delight to work with.”
TINA CONNOLLY
Brand Manager, Whitely Neill
Halewood International
3. Continually drive reappraisal
In a category where there are always new entrants, established brands can often lose front of mind recall, particularly with younger audiences. Create content that continually inspires and gives people a reason to try your product.
Case study: J&B
Diageo needed to persuade younger people to put J&B back on their cocktail lists. We built a global website with a vibrant look and feel, and generated
fun, irreverent content that engaged this younger audience and celebrated
J&B as the ‘party whisky’.
We created a series of short and quirky videos to inspire our audience to try a range of delicious cocktails using J&B. To build on the ‘better together’ brand message, our creative approach used multiple pairs of hands to mix the perfect J&B cocktails, demonstrating how good things (and great drinks) happen when people come together.
4. Make your point of sale work hard
70% of decisions are made in the last three feet. To win the moment of truth at the shelf or bar, you need to be disruptive and give people a reason to purchase at that critical moment.
At TMW Unlimited we have a wealth of experience helping brands attract the eye of new customers by creating standout in-store and at-shelf.
Starting with an intimate understanding of category dynamics, retailer objectives and shopper drivers, we activate across the full mix: from point-of-sale to on-pack promotions, experiential and sampling.
Case study: Diageo – Shake up Summer
Our Shake up Summer campaign for Diageo sought to drive association between summer occasions and their range of summer spirits.
In pubs and bars, our fruit cup drinks were all served in sharing jugs and teapots to allow people to enjoy these drinks with friends. We also developed on-trade toolkits to educate pub staff on new serves and provided adaptable menus that each outlet could tailor. While in-store, a free jug offer helped to drive purchase and encourage repeat purchase as consumers continued to use it at home throughout the summer.
RESULTS
- +170,000 jugs redeemed in Tesco, up 70% on previous year
- +7,000 on trade kits used, up 40% on previous year
- Winner of Diageo Marketing Excellence Award for Best Shopper Marketing Campaign
5. Develop strong on-trade advocates who love your brand
Bartenders serving your product beautifully and with care will drive awareness of your brands, inspiring people to order it at the bar and try it at home.
Case study: Diageo – World Class Club
'World Class' is Diageo’s range of super premium spirits including Tanqueray No. Ten, Cîroc, Talisker, Haig Club and Ketel One.
For the last five years, we have been responsible for the editorial planning, creation and publishing of multi-format content for the World Class Club, targeting bartenders and encouraging them to become key advocates for the World Class range.
Our World Class Club website also allows bartenders from the best bars around the world the opportunity to showcase their innovative cocktails using World Class spirits. Content is continuously updated and includes videos, articles and pictorials.
The website also acts as the platform for Diageo’s World Class Bartender Competition – a key tool in Diageo’s on-trade partner engagement programme.
RESULTS
12,000 unique visitors to the site within the last 6 months, with a 20% increase from social.
(To put this in context, there are currently 13,000 premium bartenders in Western Europe.)
Winner of Best Digital Content Solution of the Year in the B2B/Internal category at the Content Association Awards.
Cheers!