Diageo wanted to drive share growth in the Scotch category and elevate the visibility of its Johnnie Walker range at point of sale. To achieve this, the team needed a consistent national approach that inspired merchandisers to go beyond compliance and deliver best-in-class displays.
We helped Diageo leverage store relationships to secure maximum off-location and activation space, while promoting large stock orders to support display builds. Our team collaborated with shopper marketing and account teams to align each promotion with key brand moments. A national competition motivated merchandisers to aim higher, with success stories shared globally to showcase capability and celebrate wins.
