Case Study: Diageo creates culturally relevant AI content faster with Pencil

Diageo cuts seasonal content creation time by 60% with Pencil

Diageo, a company with a portfolio of globally recognized drinks brands, faced the challenge of creating marketing content that felt truly relevant to diverse seasonal and cultural celebrations. They needed to adapt their global assets to reflect specific cultural cues while maintaining each brand's premium identity, all without a lengthy manual process. They partnered with Pencil to explore how AI could help achieve this.

By using Pencil, Diageo was able to scale up its creative production to develop assets that captured the emotions and traditions of each occasion. The solution from Pencil delivered significant results, including time savings of up to 60% and cost reductions, such as slashing the cost of a Pimm's campaign from £2000 to £300. The AI-generated content also achieved stronger audience engagement and high performance metrics across multiple brands, proving the impact of culturally relevant creative.

Diageo