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Diageo delights customers with a new innovative gifting experience

UGC Videos Generated
Of Users Added MIAB Product to Basket
New Users

The Challenge

Consumers are always on the lookout for new and exciting ways to wow friends and family when gifting.

With this in mind, Diageo, one of the world's largest producers of spirits and beers, wanted to create a new, innovative experience which utilised personalised video to enhance gifting purchases of luxury whisky.

The Solution

Using Spirable’s dynamic creative platform, Diageo created the “Message in a Bottle” gifting experience, which offers consumers the option of creating a complimentary personalised video message to go alongside the purchase of Talisker, Lagavulin or The Singleton whisky.

The digital experience leverages Spirable’s dynamic creative platform and is built seamlessly into the checkout process. Using any mobile or internet connected device, customers can easily create their own unique video by uploading a selection of pictures and adding a personal message, which Spirable uses to create a thoughtful thirty second video, resulting in a novel way for family and friends to celebrate some of life’s unforgettable memories and occasions.

A gift label on the bottle allows the recipient to access the personal message by simply scanning the attached QR code, using the camera on their mobile phone. The video can also be downloaded and shared via social media.

“Our goal was to help our customers connect with family and friends in a personalised way, especially in COVID times where they might not be able to be together in person. We turned to Spirable’s best in class personalised video technology to help solve this challenge, through providing us with an innovative, automated and scalable way for our customers to create uniquely tailored videos for their friends and family. Bringing joy and happiness to all, and helping Diageo add value to their whisky sales and drive loyalty”
Julia Kucharzewski
Global Digital Innovation Manager, Diageo

The Result

The Message in a Bottle campaign helped Diageo create an emotive and highly memorable personalised gifting experience for its customers, and was a strong accelerator for gifting occasions with 18% of users adding a ‘Message in a Bottle’ product to their basket – resulting in a broad range of user generated videos, alongside the sale of luxury whisky.

Diageo received very positive feedback from their customers both male and female – interestingly, it not only attracted an almost balanced proportion of male and female customers, but ‘Message in a Bottle’ also saw above average adoption by the target group of 25 -34 year olds, who are normally underrepresented in the classical category of malt buyers.

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