We’ve launched Distilled 2025 - our annual Consumer Trends Report.
Last week, Diageo once again attended Cannes Lions, a festival where the advertising and communications industry meets to celebrate the world's most creative and impactful marketing work. This year, we were honoured to be celebrated in a number of categories for our campaigns over the past 12 months.
Taking home one of the most prestigious awards at the festival was Johnnie Walker, who was awarded the Grand Prix in Entertainment in Music for its recent campaign in Brazil, ‘Errata at 88’, with Bossa Nova legend, Alaíde Costa.
The brand launched Bold Steps in October, lending fresh meaning to its rallying cry of Keep Walking. One of the key elements of the series is to celebrate those who took bold steps throughout their lives to impact the culture and world around them. The team used the Keep Walking platform to right a wrong and finally give Alaide her moment in the spotlight.
Jennifer English, Global Brand Director, Johnnie Walker, said: “Winning this award is a phenomenal achievement and I could not be prouder of our incredible marketing team in Brazil and our partners at Almap BBDO. ‘Errata at 88’ is a truly inspiring story, and embodies Johnnie Walker’s Bold Steps and Keep Walking message, and this award is a testament to the brilliant brand building and stories the team have told across the world through this platform throughout the years.”
Baileys also had a successful year, landing two Silver Lions in Audio and Creative Commerce for the unique audio innovation, Baileys Sound Scales. The innovation means there is no need to guestimate or measure the liquid in the bottle, simply visit SoundScales.Baileys.com on your mobile device and tap the prompt to ‘Listen’. Then blow gently over the top of your Baileys bottle to hear a delicious note. Baileys Sound Scales will not only tell you how much Baileys you have left in your bottle but will suggest some deliciously indulgent treat recipes that you can create with it.
Speaking on the win, Diageo Ireland Marketing Manager Spirits Lorna Begley commented: “We are so proud that Baileys Sound Scales has been recognised by the judges of the Cannes Lions Festival of Creativity. We want our brands to stand the test of time and that takes focus, imagination, and investment. It is through our creativity with precision, understanding of consumers and socialising, and culture of testing and learning that we’re able to continue to grow our brands and bring amazing creative work to our audiences. We look forward to celebrating with the teams and continuing to inspire treat lovers with playful indulgence.”