Ed Cotton: Diageo Partners With Celebrities To Win Over Consumers

The spirits holding company collaborates with Pharrell Williams to create a liquor targeted at women called Qream.

Diageo is one of the smartest companies around when it comes to brands and branding; one of the few with a Brand University that schools all employees on the importance of building brands with real value.

It’s a company that has historically used advertising as a powerful lever to drive sales of its power brands. Think Johnnie Walker and Guinness.

Know Diageo appears to have discovered a fast-track to brand success- celebrity.

After having a huge success with Ciroc, a liquor they co-created and launched with Sean Puffy Combs- (600k cases in the last 6 months with double the sales volume of the previous year), the company is looking for a repeat.

This time its teaming up with Pharrell Williams- who’s something of a renaissance man; producer, musician, fashion designer, shoe designer- etc. Mr. Williams has unleashed his creative energies for Diageo- helping to create the bottle design and formula for Qream.

Diageo’s goal- reach the female drinker- women now consume a third of all drinks and  purchase two-thirds.

(Continue reading here.)

Ed Cotton is the Director of Strategy at BSSP, and is curious about all things relating to brands, marketing and culture. Read more at influx insights.

 

Comments

Quantcast