In the first of a new series looking at what marketers have learned from mistakes, Diageo’s chief innovation officer Mark Sandys shares the story of Guinness 0.0, which is now a best-seller in the non-alcoholic category. The road to success was paved with missteps though, including several false starts and even a full product recall.
Diageo has increased its marketing investment by 60% since 2017 and intends to continue to step up this spend, despite lowered projections for its profit and sales.
From becoming Britain’s most popular pint to its remarkable sales growth across Europe, Marketing Week’s Brand of the Year has had a year to remember.
Congratulations to all the winners of this year’s Marketing Week Awards, including Grand Prix winner Cadbury, Brand of the Year Guinness and Boots CMO Pete Markey, who is Marketer of the Year.
Diageo upped marketing spend by almost 6% in the last year, driving strong growth for brands like Guinness and Johnnie Walker. Despite the uplift, spend increased at a slower rate than previously.
The Guinness maker has dismissed the rapper’s “baseless complaint” of racism after he accused it of failing to get behind their joint venture on tequila brand DeLeón.
Determined to engage a new generation of drinkers across a vibrant and rapidly evolving continent, Guinness opted for a blend of TV sponsorship, experiential, influencer marketing and outdoor to achieve its goals.
Menezes, who was responsible for the creation of Johnnie Walker’s ‘Keep Walking’ slogan, was described as still a marketer ‘at heart’ with a passion for building great brands.
After a successful and lucrative partnership on vodka brand Ciroc spanning more than 15 years, Sean Combs filed a law suit against Diageo this week, accusing the business of racism and neglect. Whatever the outcome, it looks like the end of the relationship.
Guinness is on a roll, with sales on the up and a recent claim to be UK’s favourite pint. In this latest episode of This Much I Learned, two of architects of that success, Grainne Wafer and Neil Shah, discuss how the brand’s past informs the present.
Currently Diageo’s chief operating officer, Debra Crew claims four years’ experience in senior marketing roles at Nestle and seven years in marketing at Kraft Foods.
The company behind Guinness and Johnnie Walker ‘bakes in’ marketing effectiveness within its way of brand-building, ensuring all its marketers understand and can utilise the effectiveness technology at their disposal.
Guinness is the rare example of a brand with solid foundations in its product and brand assets, whose full potential is realised by brilliant marketers.
The alcoholic drinks giant halved the cost of digital ad views in the six months to 31 December, as it ramped up its global marketing investment by 6.8%.
The drinks giant is joining forces with media agency PHD and the Brixton Finishing School to open up marketing to a new crop of diverse talent.