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Diageo- get consumers to be interested in you

April 27, 2007

Yesterday, beverage giant Diageo, held an annual investors conference, where it into considerable detail about all aspects of its global business.

Marketing got a seat at the top table and considerable time and attention to explaining the company’s thinking about the new environment and how it’s responding to the challenges.

4 things emerged from the presentation.

1. The company clearly understands the new challenges of the marketplace
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Marketing Overload

2. It has a new marketing model.

Diageo New Marketing Model

3. It knows the implications.

Diageo's Implications

4. It’s acting on it.

Diageo is be forging ahead of its competition with marketing innovations in viral, digital and experience based platforms. The work for Smirnoff Iced Tea received special recognition; according to Diageo’s data, the viral “Tea Party” film generated 3 million+ internet views and 48 million PR media impressions.

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