A range of mainly Diageo projects I was involved with while at SaatchiX 2010 - 2011

1. Objective
Fill female leisure travellers’
luggage with at least one midi-sized
(20cl) spirit bottle this summer.
Issue
When flying out, she usually
ignores the alcohol category in
duty free because of its masculine
vibes and bulky 1L bottles that
are inappropriate for her trip
(too much liquid, no selection).
Insight
Her holidays begin the moment she
clears security, with the opportunity
for shopping new & different (like
travel size) things that can enhance
her trip.
Challenge
Hero the variety of cute little bottles
as a fun addition to her travels.
Heart of the Story
Your Travel Collection.
Diageo 20cl portfolio - planets2
THE BAILEYS, CAPTAIN MORGAN, J&B, SMIRNOFF AND GORDON’S WORDS
AND ASSOCIATED LOGOS ARETRADEMARKS © DIAGEO 2011
Create your own
travel size collection
in Duty Free.
key visual

2. Diageo 20cl portfolio - Planets2
In line
Gondola end cap
Gondola

3. Objective
Get eager and ambitious professionals that are
on a business trip to shop JWBL and JWDBL.
Issue
Shrewder, and harder to capture than almost
any other group visiting the airport. They are
competitive and sceptical by nature. The current
economic times mean they feel the need to be
‘on message’ and in business mode throughout
their trip .
Insight
Younger male business travellers want to associate
themselves with symbols of success
Challenge
Champion Richard Branson’s success at doing
business anywhere as an embodiment of Johnnie
Walkers Keep Walking mantra (inspiring personal
progress).
Heart of the Story
Keep Walking.
Richard Branson &
Johnnie Walker
Black Label

4. richarD Branson & Johnnie Walker Black laBel
large concourse
small concourse
large gondola
phone box interior - ipad
hpp

5. WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELTM
WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELTM
WWW.DRINKIQ.COMENJOYJOHNNIEWALKER®BLACKLABELRESPONSIBLY.THEJOHNNIEWALKERBLACKLABELWORDSANDASSOCIATEDLOGOSARETRADEMARKS.
Dateoriginated:14June2011 DateAmended:16June2011 Filename:31044_JW_Jasper_Goodall_KV_Portrait_Asian_1800x1200.indd Size:1800x1200 Artworker/Visualiser:BH
Page: 1 of 1 Proof number: 01 Colours: CMYK + Any pantones, cutters or varnishes Additional Info: Xxxxxxxxxxxx
Designer Date Art Director DateApproval
Hi-ResVisual
johnnie walker
Jasper Goodall
limited edition
Objective
Persuade adopters and adorers of JW who were not
considering a liquor purchase to make an exception
for this limited edition bottle.
Issue
8 out of 10 passengers don’t shop spirits; most thinking
that there is nothing relevant or new. For a global number
one brand like Johnnie Walker this is an issue particularly
true amongst time poor business travellers.
Insight
These men want purchases that confirm status (for
gifts that means for both giver and receiver).
Challenge
Divert men into Duty Free to see a rare version of their
favourite whisky.
Heart of the Story
Beautiful looking pack from one of the most influential
graphic artists of the moment.

6. small site
gondola end
large site
Johnnie Walker Jasper gooDall limiteD eDition

7. diageo reserve -
the World Class
collection
Objective
Increase sales of Diageo’s Reserve Collection specifically
amongst affluent 25-45 yo. male travellers who currently
ignore Duty Free.
Issue
He sees travel retail as being about buying bulk sizes
of cheap staple brands – he thinks there’s nothing there
for him.
Insight
He wants to enrich his life through new experiences,
but to discover new things he needs a credible source
to inspire and take him there.
Challenge
Give him the inside track on World Class drinks from
World Class bartenders working in the Worlds best bars.
Heart of the Story
A story of style and substance.

8. Dateoriginated:19/01/11 DateAmended:4May201111:14AM Filename:31257_Diageo_Reserve_Barker_KetelOne_105x170.indd Size:105x170mm Artworker/Visualiser:KP
Page: 1 of 2 Proof number: 01 Colours: CMYK + Any pantones, cutters or varnishes Additional Info: Xxxxxxxxxxxx
Visual
THE WORLD CLASS COLLECTION
CRISP AND SOPHISTICATED,
KETEL ONE DEFINES THE
PERFECT MARTINI
ERIK LORINCZ
THE SAVOY
LONDON
concourse exterior concourse bar interior
invite
BarkerDisplay
Diageo reserve - the WorlD class collection

9. Objective
Associate finished spirits drinks with relaxed summer
occasions done properly (in the minds of 30-somethings).
Issue
Beers, ciders and wine are the default drinks for low-tempo
summer drinking occasions, whereas spirits are seen as too
strong, too expensive, and too much of a faff, both to buy
and to make.
Insight
Shoppers are looking for the most suitable summer products
to make their get-togethers into an occasion. This is a good
mood moment, as summer feels like a little bit of the
weekend everyday.
Challenge
Hero the taste advantage of mixed spirit drinks and their
relevance for summer occasions.
Heart of the Story
Together for a Better Summer.
diageo &
coca-cola schwePPes
summer 2011
this

10. diageo & coca-cola schwePPes - summer 2011
let’s slip into flip-flops
and a cold g&t
taste a better summer
© Diageo 2011. The GORDON’S word and associated logos are trade marks.
Schweppes, the Fountain Device and the 196 Graphics are registered trade marks of Atlantic Industries.
let’s remember the strawberries
and forget about the weather
taste a better summer
© Diageo 2011. The PIMM’S word and associated logos are trade marks.
Schweppes, the Fountain Device and the 196 Graphics are registered trade marks of Atlantic Industries.
let’s prepare the drinks
but let the evening just happen
© Diageo 2011. The SMIRNOFF word and associated logos are trade marks.
Schweppes, the Fountain Device and the 196 Graphics are registered trade marks of Atlantic Industries.
taste a better summer
Press
barker
Get more mmmmmmm
for your money
The SMIRNOFF word and associated logos are trade marks. © Diageo 2011. Schweppes,
the Fountain Device and the‘196 Graphics’are registered trade marks of Atlantic Industries.
in store