Case Study
Details
Client
Diageo
Service
Brand Strategy, Digital Experience, Creative Direction, Social Media, Retail Experience
Challenge
Diageo needed to meet the rising demand for at-home experiences with a new direct-to-consumer platform. The goal was to create a singular, globally recognisable brand that could bring Diageo’s offerings straight to consumers’ homes.
Solution
As Creative Director at Critical Mass, I led the Diageo team in launching The Bar — a digitally native brand created to transform how consumers experience Diageo’s extensive portfolio under one cohesive brand.
A new frontier
To secure Diageo's position at the forefront of the cocktails-at home movement, we delivered an end-to-end brand experience across digital, retail, and social platforms. We increased DTC engagement through direct access to consumers, allowing for better data, targeting, and brand loyalty. The results were incredible and speak for themselves.
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