World Class

Challenge & Insight

Diageo wanted to increase awareness & drive sales of their Reserve spirits brands globally.

We discovered that 90% of people would send their meal back at a restaurant, but only 10% would send a drink back to the bar if they weren’t happy with it. There was a knowledge gap that resulted in a lack of confidence with cocktails.

Opportunity & Solution

Inspiring people to care more about their drinks & educating them on where & how they can elevate their drinks experiences.

We established World Class as a mark of quality & developed the Make It World Class platform as a call to action – challenging people to expect more from their drinks experiences & making it easy for them by showing up where they’re already spending time.

We engaged World Class’s passionate community of the world’s best bartenders & established them as the trusted authorities – celebrating their craft & increasing people’s appreciation of it as a result.

Art Direction

We developed an aesthetic that was consistent enough to be recognisable while ensuring the portfolio brands were always the heroes.

We moved away from the highly re-touched world of traditional drinks advertising & adopted an aspirational & accessible ‘perfectly imperfect’ aesthetic – making the content more relatable for the audience.

Content Creation

A broad range of content to inspire, entertain & educate.

We demonstrated World Class’ relevance to their audience by aligning with their key interests of travel, food & entertainment & created a rich mix of assets for owned, earned & paid media channels.

A long-form content series enabled us to reach new audiences, deliver ’time spent with brand’ metrics (that went far beyond what could be expected with a TVC) & progress cocktail culture as a result.

Our partnership with Amazon enabled us to ensure viewers were never more than two-clicks away from a point of purchase.

We also created a wealth of supporting content that was optimised to be easily re-purposed by partners & local markets, enabling World Class to deliver a fully-integrated global comms campaigns.

Event Brand Identity

A celebration of local culture for the biggest event in the World Class calendar.

To celebrate the 10th annual competition to crown the world’s best bartender (World Class Global Final) in Berlin we developed a Bauhaus-inspired identity – activated by local markets globally, & featured heavily across Berlin during the event.

CoLab

Identifying & collaborating with the Cultural Curators – those who influence people on the drinking side of the bar.

Through our CoLab offering we identified, engaged & activated the key people, brands, publishers & events — collaborating to curate, create & amplify relevant content to their audiences.

Social

Being on the channels where the audience spend time & creating content that’s proven to drive engagement.

We used the World Class social channels to share our aspirational & accessible content, actively engaging with our existing audience, & other relevant social channels to recruit new followers.

Digital

Creating destinations for people to discover more & making it easy for them to purchase.

We created two digital content hubs, one for bartenders & another aimed at consumers with a lifestyle focus. The sites consolidate all World Class content & act as a destination for people to visit after engaging with our content elsewhere & enable them to easily purchase Reserve portfolio products.