Diageo explores expanding brands ‘beyond selling alcohol’ in bid to keep pace with culture
Ballesty
Diageo’s marketing and innovation director has spoken of the challenges facing the business as he revealed how the company is exploring ways to extend its brands “beyond selling alcohol on the shelves”.
Adam Ballesty admitted the alcohol industry has endured a tough period with “Diageo’s core eroding like everyone else” as businesses fail to keep pace with cultural change.
But he also outlined how the firm was attempting to bridge that gap, by taking a fresh approach to its marketing.
Yeah lets create a ‘lifestyle cultural team’ around Bundaberg Rum then get Leos to create an irrelevant 60 sec ad on Pirates and smash EVERYONE over the head with it on FTA TV until we have spent $15m..? [Edited by Mumbrella]
Diageo did position its brands as more cultural in years gone by – the current regime pulled this back almost entirely.
Think of Bundy in motor racing, Smirnoff in music, Johnny in sport.
Diageo used to do a lot of what is being spoken about in this article.
“I am astounded by how many marketers can’t articulate what their brand characters are or why they exist,” he said.
“I hope, and I think it will happen, is that energy will move out of the sales orientated side [of marketing] and more time spent dwelling in culture and behaving authentically within it.”
I quote u here but then you say this.::
“But we are getting some pretty phenomenal results out of our Bundaberg campaign and are doing things on that brand that we have wanted to do for a few years. Now is that because we have one agency or is the idea just epic and it works? ”
Over the last few year’s more release’s then you ever have had trying to make different rums and still really only have the same pool of ppl buying it.
U have to many cross brands within its own brand and forgot where your orgin’s came from.
You say you want to look throw the eyes of you consumer then target the right ones.
Put the right ppl together for the right jobs and your brand will grow stronger then ever and not just survive.