Diageo were looking to develop Cîroc, a super-premium vodka brand, outside of the US, and
were looking at ways of connecting the brand
with a more aspirational life-style of globe-trotters as personified by P Diddy in the US.
The key challenge was how to create a luxurious thing, when today luxury is not about things,
In 2016 the full portfolio of Diageo Reserve brands sales rose 26%, driven by Cîroc and Scotch malts. Volume sales for Cîroc grew by 30% over the past 12 months, (reported July 2016 Diageo Annual Reports).
Haines McGregor brought an incisive approach that merged strategy with insight and creativity. Their particular approach and creative tools led to the development of a transformative and compelling brand positioning. It helped me attain really positive internal engagement, across our markets: as well as inspiring their agencies.
The outputs from the project went on to be used as the best practice example within the business.
Gillian Reilly, Global Marketing Director, Ciroc
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