Diageo
Helping a global drinks icon reduce costs by 50% through smart production.
The challenges: speed, cost efficiency and relevance
Diageo, global drinks leader behind brands like Johnnie Walker, Tanqueray, Guinness, Smirnoff, and single malts like The Singleton, Talisker, Lagavulin and Oban, needed to modernise how it creates and delivers content at scale for diverse global audiences.
Malts.com was suffering from an old-fashioned, narrow identity that was lacking in aspiration. Meanwhile, with customer expectations soaring and production costs climbing, outdated production models weren’t delivering the scale, speed, creativity and efficiency they needed.
Using traditional methods meant production costs were significantly higher, with opportunities to reduce spend by up to 50% through a joined-up model.
The solution: smarter, seamless production, creative and strategy
We partnered with Diageo to create a fit-for-purpose solution that helped them transform their approach. Insight-led strategy reframed malts.com into a modern, premium and inclusive brand world. That thinking shaped a location shoot across Diageo’s distilleries, capturing story-led assets that brought the new malts.com identity to life.
In parallel, we created customer-focused content packs for thebar.com through lifestyle and recipe-led production, including videos, global localisation and stills, enabling up to 50% savings per project while delivering content at scale.
Cost-efficient packaging designs tied premium aesthetics to the brand story in a way that wasn’t simply functional, but shareable and memorable. We replaced traditional agency models with streamlined processes that brought strategy, creative, and production expertise together to save time and cut costs.
The results: high impact content with scale and efficiency
With our joined-up approach, Diageo was able to deliver high-impact content for less, meet customer demands, enhance brand perception, and set a new standard for what’s possible in modern marketing.
Global Marketing Lead, DiageoWe’ve seen really good responses – to give you a small example, the content that we’ve used so far on social has really overperformed versus our benchmarks for social – Views are through the roof, engagements, interactions, followers too. The response has really been a testament to the fact that we had these insights, we had this gap in content, we went and created it, and it’s resonated .
