Diageo

Close-up photograph of a bottle of Baileys alongside a glass that has a small amount poured into it.

Diageo on D2C strategy, owning search and adapting to new consumer moments

For brands who primarily sold to or interacted with customers via a physical venue, the Covid-19 pandemic and the lockdown that it brought prompted an abrupt shift towards finding ways to interact with customers in the digital realm instead. This was particularly true for beverage company Diageo, which owns drinks brands like Guinness, Baileys, Smirnoff, […]

10 innovative digital marketing campaigns from Diageo brands

Diageo’s CMO said recently that ‘all marketing is digital’ and that his company aims to embrace innovation.

The business currently spends 20% of its $3bn marketing budget on digital channels, though this doesn’t take into account the amount spent on content that is then shared and promoted through digital.

Diageo is due to announce its financial results tomorrow, so investors will be able to judge whether the digital strategy has started to bear fruit.

It also seems like a good time to round up some of the company’s most noteworthy digital campaigns of recent years, beginning with the viral success of Guinness’ latest TV ad…

Five things Diageo learned from using QR codes to personalise whiskey bottles

One of the loftier goals associated with the increased adoption of smartphones is the creation of the ‘the internet of things’.

More than just a catchy phrase, the idea is that digital technology can be used to connect everything in the physical world to the web with smartphones acting as a universal remote to control our surroundings.

The opportunities that this presents for brands were discussed by Evrythng’s Andy Hobsbawm and Diageo’s Venky Balakrishnan at Econsultancy’s JUMP New York event.

Hobsbawm began by highlighting examples of products that are already blurring the lines between real life and digital, such as a central heating system called Nest that learns to control the temperature of the owner’s home based on their previous behaviour.

Meet Andy Hobsbawm, the man making coffee mugs smarter than you

Son of the late and venerable historian Eric Hobsbawm, Andy Hobsbawm may make history, not write it. That’s because he, along with technologist and serial entrepreneur Niall Murphy, as well as computer scientists Dom Guinard and Vlad Trifa, are making great strides with EVRYTHNG, a software company bent on connecting objects to the Internet — making them “smart,” as it were.

Powered by the EVRYTHNG Engine, the technology makes real the “Internet of Things,” a concept first named in 1999. In that schema, objects are given virtual identities (perhaps through RFID tags, maybe through a barcode or QR code) and connected in a Web-like structure.