Creating an integrated brand experience

Celebrating life, every day, everywhere

We developed a robust brand experience strategy to help Diageo express its purpose – Celebrating life, every day, everywhere – in different ways across different channels to different audiences.

Diageo, the world’s largest premium drinks company, is a young company born from an incredible entrepreneurial legacy. It's a company built and sustained through innovation, blending the knowledge and skill of teams across the business with the insights and energy of entrepreneurs the world over.

diageo website

The new site reflects a successful company with a rich history that is looking to the future with confidence. It is the product of very effective collaboration between Addison Group and teams across Diageo and we are delighted with the results

Addison Group Client Partner Arlaine Shepherd

The success of Arthur Guinness, Johnnie Walker, Charles Tanqueray and many more, over hundreds of years, makes Diageo the proud custodian of some of the most iconic brands in the world. Behind those brands is a company with a clear ambition and purpose looking to make its own mark.

To do this Diageo needed a partner who could help present the company’s new corporate brand to the world. We developed an integrated brand experience strategy that marries Diageo’s rich history, strong CSR credentials and commitment to innovation with a bold look and a confident voice.

The new Diageo website is at the heart of the strategy

Featuring an engaging design that reflects and articulates the Diageo brand, the website is based around the concept of ‘fluid content’, which allows visitors to easily explore relevant stories wherever they are on the site. The result is a dynamic website that reflects the breadth of Diageo’s operations and the scale of its ambitions.

Our strategy also gave Diageo the opportunity to reach and influence more people on Twitter, Instagram and social media channels. We created striking infographics and imagery to support everything from campaign announcements and product launches, to sustainability initiatives and annual and interim results. The result has been a considerable jump in engagement, and we were delighted when Diageo was ranked first in FTI Consulting’s annual Social Divide index in February 2017.

diageo website

Now Diageo provides high-quality content to all its audiences