Flexitarian
Flexitarian or Vegan diet, either by medical need or by choice.
Millennial
Millennials aged 21-38
Multicultural
Ethnically Diverse, 56% identify as white, 21% hispanic and 14% black.
They value experiences
Nearly 8 in 10 millennials say some of their best memories are from an event or live experience they attended or participated in and the experience helped shape their identity or create a lifelong memory.
They are DIYers
45% of Millennials expect brands to build relationships with them, to listen to them, and to engage with them. They are a culture of doers, DIYers, and co-creators who want to engage in something bigger than themselves.
Even though milk-substitute sales are very high…
…millennials just don’t care about Baileys Almande.
Baileys told us their drink was stuck in the holidays…
…and our research corroborated that.
“Baileys is only in my house during christmas time.”
“My mom loves it by the tree.”
“If [my mom] has two drinks a year it will be a Baileys”
- Mark Rossi - Focus group attendant
Almande By Me
“Almande by me” is a fully integrated relaunch campaign.
We will activate in four cities (NYC, LA, Miami, Chicago) with a large multicultural & millennial populations.
This campaign will look to create a connection with millenials by allowing them to be part of the brand building experience.
Blank Bottle Launch
Before any other execution is activated, we will launch advertisements with our redesigned, blank bottle, and new Almande branding in key markets.
This will entice millenials to follow the hashtag and begin their journey to designing their own Almande experience.
Almande Treat Truck
We will activate an Almande treat truck in hot millennial areas - such as Williamsburg, NY to drive brand awareness and engagement.
Bottle Design Kiosk
These treat truck events will feature a special bottle design kiosk, giving millennials the opportunity to design their own Almande bottle.
The kiosk will feature patterns and designs created by Diageo employees, as explained later on.
Bottle Design Microsite
Once these bottles get designed, they will be uploaded to the Almande microsite, where users can vote on their favorite bottle designs.
Designed Bottle Launch
We will take the best designed bottles from the Almande microsite and create real products out of them.
In addition, we will feature the newly designed bottles in the cities they were created in.
Earned & Owned Media
We will pitch news outlets as well as activate our influencers to create online content for Almande.
Influencer Activations
Throughout the campaign we will be activating different micro & macro social media influencers to create bottle designs, recipe ideas and drive millennial engagement.
Internal Launch Campaign
In addition to our external facing campaign, we will be activating Diageo’s vast network of alcohol professionals & dedicated employees.
We will first share an email and communications via the Internal Comms App (IC) containing information on product re-branding.
Employee Produced Designs
In addition to graphic design teams, all Diageo employees will be encouraged to submit their own pattern designs to IC app.
All submissions will be featured as specialized patterns within the bottle design kiosk, and will be turned into building banners and hung on the Diageo campuses featuring the copy “Make it yours, Diageo”.
Building Banners
Employee Designed Bottles
All employees are encouraged to design their own bottle. Employees can vote on the best design and winners will be displayed as an ad on the Diageo campus where they work.
Designs will be featured as limited edition products in their offices bar, named “Almande by” followed by their name.
Staff Curated Recipes
Employees will participate in a contest for their own recipes. They can submit their own Almande recipes to IC app and the best recipes will be featured in the Almande page of the Diageo Bar Academy and on other IC platforms.
Employe Recipes Featured On The Diageo Bar Academy
We will take the most upvoted staff recipes and publish them on the Diageo Bar Academy so bartenders & alcohol professionals can better engage with the millennial drinking audience and the Almande product.
Employee Engagement Surveys
Lastly, we will produce surveys on the Diageo IC app that can help gauge engagement and employee reception of the Almande product.
Measurements for success:
- Engagement at treat truck - how many people try drinks
- Engagement at bottle design kiosk
-Engagement on bottle design microsite - how many people are voting
-Engagement on earned & owned media (recipes, influencer activations)
- Amount of employees who read the Almande launch announcement
- Amount of employees who submit designs to IC app and design their own bottles
-Amount of recipes created and voted for on IC app
-"Alcohol Professional" engagement on Diageo Bar Academy
-Responses to engagement surveys