Effie Case Study: “Diageo Portfolio Bottle & Bow”
Marketer: Diageo North America
Effie Commerce & Shopper Category: Omnichannel Shopper Solution (Winner)
While the alcoholic beverage category has a $5 billion share of the $300 billion U.S. gifting industry, spirits only account for a quarter of those sales. Diageo needed a creative way to introduce its portfolio of products into the gifting mindset of consumers.
Research showed that some of the leading barriers to increased purchase of spirits as a gift include lack of knowledge of the recipient’s taste preferences and a lack of inspiration and ways to make the choice feel thoughtful. Shoppers pressure themselves to find the perfect gift even though the added effort doesn’t necessarily increase the perceived value in the eyes of the recipient.
The “Bottle & Bow” program created an in-store and online one-stop-shop solution that allowed shoppers to complete an online survey about whom they’re buying for, leading them to four buckets of Diageo brands based on personality type. Consumers could take the survey on the dedicated Bottle & Bow website, select a brand and then either locate a nearby store or order for home delivery through Drizly, Reserve Bar or MiniBar.
Diageo partnered with Foursquare to deliver geo-targeted digital ads on sites like NYTimes.com, People.com and AllRecipes.com to increase awareness and participation.. The program also took over the home page of the Drizly platform for November and December – the first such takeover by a vendor.
In stores, the Bottle & Bow Gifting Center was a freestanding merchandiser housing everything the shopper needed to gift spirits. It featured Diageo brands organized by the four personality types along with gift bags and tags. Different display types were offered to meet the varying needs of participating retailers. These included smaller, regional retailers, chain liquor stores and independent liquor stores.
The program aimed to increase the buy rate of Diageo spirits, secure incremental display for participating brands and increase consumer engagement with the featured brands. The program succeeded in driving positive online share gains, generating higher volume lift for the subset of retailers who executed the program, and spurring a triple-digit return on investment for November and December 2019.