Context

Brand development & innovation agency Haines McGregor was engaged by Diageo to lead the global brand development of its super-premium vodka brand Ciroc, outside the US. 

Project

To ensure resonance with a global target, who valued experience over material items, we needed to get up close and personal, unpicking how luxury manifested itself in an aspirational way.  We ran a series of intimate consumer dinners across three key regions, exploring modern luxury through the senses.

Results

Identification of the lead creative expression and valuable developmental feedback, which Haines McGregor brought to life in a resonant, vivid and engaging manner.

Ciroc grew 30% in 2016 and (along with Scotch malts) added 26% sales to Diageo’s Reserve brands in the same year (reported in Diageo annual report 2016) .

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