Retail
Taking center stage.
A multi-brand endcap brought Tanqueray, Ketel One, and Don Julio together under one idea, with recipe cards and QR codes turning a shelf into a music and cocktail destination.
Diageo
It was 2021. Bars and restaurants were open again, concerts were back on, and we were all finally getting comfortable being together. Diageo needed a multi-brand platform for Tanqueray, Ketel One and Don Julio that could make summer feel like summer again.
Every summer has a soundtrack. After two years apart, we went back to the classics: classic songs paired with classic cocktails. "Make it a classic summer by serving up the hits" gave Tanqueray, Ketel One and Don Julio one platform for backyard, back porch and impromptu gatherings all season long.
A multi-brand endcap brought Tanqueray, Ketel One, and Don Julio together under one idea, with recipe cards and QR codes turning a shelf into a music and cocktail destination.
The Drink Jockey brought the campaign to life in-store: a branded sampling experience where a bartender served classic cocktails alongside curated playlists.
Neck hangers carried more than branding. They gave consumers their first taste of the platform: a cocktail, its recipe, and a matching playlist.
Removed and folded, the same hanger became a mini smartphone amp, ready for whatever backyard or back porch it ended up at.
Three playlists, each matched to a cocktail and a mood: Servin' Up the '70s, Flavors of the Caribbean, Sippin', Jazzin' & Jivin'. Curated by Diageo, surfaced through every QR code in the campaign.
Instagram gave followers easy access to playlists and recipes, while inviting them to share their own unique flavors of summer.