What’ll You Have?
And other perplexing questions answered.
CHALLENGE:
clientBrown-Forman, Diageo
CategorySpirits — Shopper / Brand / Social / Experiential
ScopeShopper marketing, social content, and brand activation across multiple spirits brands.
THE CHALLENGENavigate the uniquely complex spirits category, with their strict brand guidelines, retailer requirements, government regulations, while still creating work that connects emotionally and drives purchase decisions.
What made it boldFrom a Smirnoff x Madonna pop-culture takeover to digital content that brought Jack Daniel's distillery craftsmanship to the bar shelf, we found the intersection of compliance and creativity that most agencies treat as a ceiling.
The Spirits category presents a unique set of challenges – whether you’re trying to engage a consumer during a shopping trip or provide inspiration to them when they’re sitting at the bar, the communication has to be a lot of things all at once; on brand and engaging, for sure, but it also has to connect on an emotional as well as practical level. Not to mention comply with a strict set of brand & retailer guidelines, as well as a myriad of government regulations.
We’ve had the opportunity to handle a variety of these challenges for some of the best brands in the category, the following are a few examples of work we’re particularly proud of. Cheers.
DIAGEO / Smirnoff - Madonna Cross Promo
We call this a pop-Culture Power move.
For over four decades, Madonna has mastered the art of reinvention—pushing boundaries, setting trends, and staying ahead of the curve. Just like her, Smirnoff has been the life of the party for generations, a staple in a catalogue of iconic cocktails and unforgettable nights out. So, when these two legends teamed up, the result was nothing short of a mega-hit.
The Smirnoff x Madonna “Experience Madonna Like Never Before” campaign turned up the volume with:
Bold Retail Takeovers – Eye-catching in-store displays, vibrant packaging, and VIP-themed activations made Smirnoff impossible to ignore on the shelves.
Exclusive Access & Rewards – Concert tickets, digital downloads, and interactive touchpoints brought fans deeper into Madonna’s world—one sip at a time.
Cocktail Culture Meets Music Royalty – Signature drinks and nightlife promotions solidified Smirnoff’s role in turning up the energy wherever the party goes.
This campaign wasn’t just about selling vodka—
it was about bottling up the essence of reinvention, fun, and the fearless spirit of Madonna herself. Cheers to that!
Enhance the Social Media presence with inspiring cocktail recipes.
We know that social media is a major communication channel in this category, so we placed special emphasis on where the audience went to explore.
DIAGEO / Smirnoff - Signature Drinks Showcase
TOAST-WORTHY ON & OFF-PREMISE TOOLKITS AND PROMOTIONS
Diageo is one of world’s leading producers of alcohol and spirits with operations in over 180 countries around the globe. It is imperative that a portfolio as extensive as Diageo’s provides its distribution base all the material assets, they are going to need to successfully market that portfolio as effectively as possible. So, we created a series of extensive toolkits that on-premise bars and restaurants, as well as off-premise, liquor retailers could tap into for whatever they would need, no matter the brand, occasion, or season. We also developed of cross-promotions, and special events, whatever they needed to live up to their slogan: "Celebrating Life, Every Day, Everywhere".