Case Study: Diageo educates 10,000+ consumers and boosts sales with VIBRANT Marketing

Diageo boosts category sales 8% with VIBRANT Marketing

Diageo, the owner of Johnnie Walker, faced the challenge of making its high-end premium scotch marketing more effective and engaging for connoisseurs. They tasked VIBRANT Marketing with the goal of educating 10,000 consumers in an innovative way to drive product trial and connection.

VIBRANT Marketing's solution was to create in-home tasting events, bringing a high-end distillery experience directly to consumers. This program educated over 10,000 guests through 650 events, resulting in a +8% increase in category sales for Diageo and a 45% shift in consumer preference toward blended scotch.

Diageo