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 on again. People were finally starting to get comfortable being together again. Diageo needed a multi-brand summer platform for Tanqueray, Ketel One, and Don Julio, one that could remind people what they'd missed, and make the summer finally feel normal again.
Every summer has a soundtrack: music that defines the energy and atmosphere of the times. What better way to celebrate a summer of reunions than with the classics? And what better drink to pair with a classic track than a classic cocktail? "Make it a classic summer by serving up the hits" gave people a ready-made theme 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.