Diageo Autumn Spirits case study

Premium drinks firm Diageo wanted to raise awareness of its range of spirits aimed at down-tempo autumn occasions at home. Creative agency Tullo Marshall Warren (TMW) created the Autumn Spirits campaign, using Matter, press and digital channels to draw attention to Diageo’s brands.

It made the most of the Matter box medium – which drives strong word-of-mouth communication – to capture the attention of influential consumers: mailing a DVD with recipes and footage of a log-burning fire to the target audience. This was backed by spirits-sponsored editorials in key Sunday newspaper supplements.

There was a fantastic response to the DVD – more than 400 comments were posted on the Matter website – and there were great attitudinal results, with 51% seeing spirits as more appealing after receiving the DVD and 38% saying they were more likely to choose spirits for drinking occasions.