Abstract:

51% of people in the world are women, but Baileys is the only brand in Diageo’s portfolio that recognises them as a consumer. It was time for a new perspective and Diageo came to us to help them open their eyes to what women really want (everything). Using a multi-layered approach to uncover how Diageo could talk to women, without alienating men, we travelled and met women and their friends. We used semiotics to expose the secret language of women. We made films. We developed six killer principles for marketing to women, developed ideas that are already in market and created one of the most inspiring presentations the Diageo Exec board had ever seen (their words not ours). Creating a real impact across the business inspiring the development of Nola, Johnny Walker and Bailey’s re-positioning.