Brands with high cultural relevance sell six times more than others*. Thinking about this potential for accelerating its business and the iconicity of its brands, Diageo announces the creation of an area entirely dedicated to placing them consistently in culture.
“Our brands are part of Brazilian celebrations and are lifestyle icons. Connecting with culture is not just a strategy for Diageo, but rather a condition for generating value and building a brand. I am particularly excited about this new moment and the creation of the hub that will act as a cultural radar, fostering creativity and conversation”, explains Guilherme Martins, Executive Marketing and Innovation VP at Diageo.
The culture hub, created in partnership with LePub São Paulo, led by Aldo Pini and Felipe Cury, will operate based on a method that involves listen, act and react and its mission is to be a great driver of creativity for the brand. To achieve this, the operation will be highly collaborative and unconventional.
An example will be the team of hypeseekers, TikTok and Instagram creators, who will guide and produce content for brands. Publicis Groupe will provide trend, behavior, audience, consumption and prediction tools to the hub, which will also feature consultancy from Winnin and the strategic and creative vision of teams dedicated to Diageo’s four main brands in Brazil: Johnnie Walker, Smirnoff, Tanqueray and Old Parr.
“Our intention is not to be in every conversation but rather to find a legitimate place for our brands in culture. It’s not frequency for frequency’s sake, it’s not just agility and content, it’s innovative formats and deliveries that naturally create impact by being relevant and changing the relationship people have with Diageo brands”, adds Aldo Pini, CSO at LePub São Paulo .
“We understand that the most relevant brand stories happen when we strategically insert our brands into culture in a legitimate and natural way. The idea is to build brands beyond liquid, it’s about lifestyle, about what they represent and to do that, we need to go beyond traditional advertising”, explains Luisa Rody, Head of Culture and D2C at Diageo.
The first initiatives of Diageo’s culture hub are already in production and will be carried out later this year.
*Kantar Vibes Study/2023
