Baileys trademark is one of the most beloved alcohol brands. But consumers only buy it once a year to enjoy during the Christmas holidays. So what would make people want to drink Almande, a Baileys variant, throughout the year? Diageo thought the answer was to launch Almande by leading with its free-from qualities. Wrong. Research shows that buying alcohol isn’t like buying a car. We choose what we drink for emotional reasons.
Right target, wrong message.
Diageo defined Almande’s target as multicultural, millennial women who are flexitarians. Our research confirmed that the future is female - women are the largest consumer group on the planet and feel ignored by brands. But when we dug into why women drink, we discovered they drink for a million reasons - big and small. And that they’re more likely to try something new not because it’s free-from but because they’re drinking it together - which they do often. This led us to our most important finding, our insight: that for these women just being together is an occasion.
Those shared experiences represent a sweetspot of sorts - when life is at its sweetest. The opportunity for Almande: satisfy women’s craving for friendship and connection by helping them find their sweetspot. By doing so, Almande can become the drink women drink when they’re together.
Thus the Almande Sweetspot campaign was born. In addition to the video above created for Hulu and social sharing, the campaign, which was rolled out in three phases - Tease, Play & Drink - included several executions.