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International: Diageo Simply Cocktails
• Insight: Women are the primary shoppers for
spirits and liquors. Big events (parties, Xmas)
are the minority of spirits consumption
occasions, „everyday‟ minor occasions are a
bigger opportunity.
• Opportunity: make „infrequent purchasers‟ of
spirits more frequent through promoting
everyday spirits and cocktail occasions.
• Activation: Modular „Simply Cocktails‟ unit.
Three adjacent displays of different types of
spirits, soft drinks and other complementary
products. Each comprises a particular “level of
difficulty” for shoppers who want to make
cocktails. “Ready/Pour” is one, “Simple Mix” is
the next step up, and “Easy Shake” is the
highest level.
• Results: average 11% return across the Diageo
brands involved
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