Smarts: Taste of The FutureNomination
Category
B2B
Agency
Client
Diageo World Class
Description
Bartenders are a key B2B audience for drinks companies - research shows many consumers don’t know what to drink when entering a bar, and look to their bartender for a recommendation.
Diageo Reserve, the luxury portfolio of the world's leading premium drinks company, launched Taste of the Future at the world's biggest bartending competition, World Class, as a way to showcase its innovation credentials to this key audience.
The campaign delivered unprecedented media coverage, reach and engagement but importantly also delivered long-term affinity and behavioural change, too.