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BRAND VALUE

DIAGEO is global leader in beverage alcohol with an outstanding collection of brands across Spirits and Beer. Headquartered in London, England Diageo produces over 200 brands — old and new, large and small, global and local - that are enjoyed in more than 180 countries around the world. Diageo’s established brands include Smirnoff, Johnnie Walker, Baileys, Captain Morgan and Guinness.

BAILEYS ALMANDE is the first Baileys variant to use a non-dairy creamer. Replacing cow’s milk with almond milk makes Baileys Almande both vegan and gluten-free.

THE ASK

Relaunch Almande as a smart adult treat to drive flexitarian penetration into the Bailey’s trademark and drive incremental purchase with existing trademark buyers.

BUSINESS CHALLENGE

Diageo wants to increase sales of Baileys Almande. But people only buy Baileys trademark and Baileys Almande once a year as a holiday treat.

INSIGHT

Any time women are together, it feels like an occasion.

MESSAGE

Almande can turn an everyday occasion into a celebration.

CREATIVE ELEMENTS

Data as of close of business on May 24, 2019.

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Once a month, I send anonymous evaluations to the client and to the team to get a sense of how we’re performing (collectively and individually), the team dynamics, morale and how people feel about the process. This is where we stand on a 10 point rating scale.

Last evaluation submission: May 24, 2019 (11:10am EST) | Evaluated by 19 team members (9 internal and 10 external)

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