" MAKE YOUR MARK | Haines McGregor

ASPIRATION WITHOUT THE PRICE TAG

Prosperity was created to tap into the tension of consumers wanting to impress and stand out in elevated social moments but recognising there are limits that they must live within. Borrowing clothes from the world of premium whisky and using a ‘category distinctive’ shade of green, Prosperity provides social currency in a world where every interaction is an opportunity to get ahead and prosper.

RESULTS

The distinctive packaging and smooth liquid were able to eclipse the competition at an affordable price point, shaking up the mainstream whisky market across Africa. This new and dynamic brand was one of a local portfolio, driving 23% growth for Diageo Africa in H2 2021.

"This was a project delivered at breakneck speed, and HMc were the team for the job! Alongside strong strategic thinking, they are brilliant at bringing brands to life. The creative thinking built in to the heart of the concept right at the start was spot on – so much so that we took the pack concept straight into design and production cutting out months of redesign work. Above all, they are a great team to work with; responsive, bright, curious, and passionate about what they do. I’m delighted to see the brand in market. Let’s raise a glass to Prosperity!"

Jessica Worley Head of Mainstream Spirits & Near Beer (Africa)