P2PI Member Spotlight: Diageo

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P2PI Member Spotlight: Diageo

By Charlie Menchaca - 10/19/2020

A Q&A WITH Shopper Marketing Director Alia Seraj


How would you describe Diageo to a potential shopper?

SERAJ: Diageo is a global leader in beverage alcohol with a varied collection of brands including Johnnie Walker, Crown Royal, Bulleit and Buchanan’s whiskies, Smirnoff, Ciroc and Ketel One vodkas, Captain Morgan, Baileys, Don Julio, Tanqueray and Guinness.

Our ambition is to be one of the best performing, most trusted and respected consumer products companies in the world. We are proud of the brands we make and the enjoyment they give to millions. We are passionate about the role we play in society – whether that be through promoting positive drinking or positively impacting the communities in which we live, work and sell. It is central to our purpose to celebrate life every day and everywhere.

Tell us about a recent campaign or program that you’ve conducted.

SERAJ: Our most recent Effie- and Reggie-winning campaign, Created by Craftswomen, celebrates the talented, bold, and pioneering women who make some of our most beloved spirits. Through the development of a 360-degree activation plan we aimed to inspire, challenge perceptions, educate and drive purchase with liquor, mass merchant and grocery as the key focus channels.

We placed a spotlight on the female spirits industry trailblazers at Diageo by capturing and sharing the untold stories of what they do, why they do it and their drive to change the industry one sip at a time. Most importantly we represented, championed and raised a glass to female dark spirit drinkers who defy convention – reminding the world that whiskey doesn’t have a gender.

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What are your predictions for the future of marketing, and how will your company navigate that future?

SERAJ: While I can’t predict the future, there is no doubt we all see the acceleration of consumers’ digital adoption. A focus on convenience and safety have caused a shift in how and where shoppers purchase. In the beverage alcohol category specifically, e-commerce is now three to five years beyond where we expected it to be and new routes to consumers such as curbside pickup and cocktail delivery from bars and restaurants have opened up new avenues of communication.
Our job as shopper marketers will be to meet shoppers wherever they are along their path to purchase, driving trips, conversion and baskets of our products while making the shopping experience as easy and inspirational as possible.

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