Delivering powerful campaigns at speed and scale for Diageo’s premium portfolio of brands.

Client: Diageo

The challenge

As a leading alcoholic beverage company, Diageo has a global portfolio of brands which constantly face a range of new challenges. Social trends and consumer taste preferences are ever evolving, highlighting the importance of both brand strength and innovation across their 200 brands operating in more than 180 countries.

To solidify brand recognition and excite new consumers, Diageo needs to produce high quality, engaging campaigns for both their household names and new product launches.

To do this efficiently, they need a tech-enabled production solution for speed and scale; a large pool of creative partners for diverse ideation and on-location capabilities; and strategic partners to oversee campaigns and keep costs at affordable thresholds.

The approach

Since 2016, eight different Diageo brands have used the Genero platform to solve this challenge – creating a range of engaging, original campaigns with a whole new level of time and cost efficiency. From delivering content for TV commercials to POS designs at bars, Diageo have sourced creative teams to provide strategy, photography, animation, design, sound production, optimisations, localisations, influencer content and fully integrated campaigns.

Global campaigns at scale for Johnnie Walker
Harnessing our global creative network, the Johnnie Walker team easily produced a multi-market ‘occasion-based’ social media campaign. With multiple Genero creatives collaborating across three countries, they delivered a hyper-relevant campaign with consistency across markets.

Strategically repositioning a beloved African drinks brand
Malta Guinness has been one of Africa’s best loved brands for over three decades, however its messaging started to feel out of date as the health industry evolved during the pandemic. Collaborating with creative agency, Goodship London, Genero helped Malta Guinness completely reposition their brand and develop a fully integrated campaign for Nigeria. The refresh was so successful, it was subsequently rolled out across all 11 African markets with great success.

Fast-tracking American Pride’s extensive campaign
To launch their brand in India and target millennial consumers, American Pride sourced an Australian production company to create a youthful campaign including long form video, vertical social cut-downs and stills. Through Genero, Diageo produced over 100 top tier assets for the launch campaign in just one month.

The results


The work


American Pride

Black & White


Malta Guinness


Orijin - Tigernut & Ginger

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