Diageo Canada aims to be the most trusted Consumer Packaged Goods Company in Canada. Such a lofty ambition is based on performance and developing trust with consumers. Diageo’s Customer Marketing Managers, in close collaboration with the Creative Team, were tasked with the development of National Below The Line (BTL) programming that enables customers to win at the moment of choice.
As the Creative Lead for Diageo Canada, I embraced branding requirements and designed items, print creative and packaging, to add value to existing Diageo products. Embracing customer insights, BTL programs were aimed at exciting the shopper to increase the likelihood of purchase by offering many deluxe, fun, or useful branded goods and supportive packaging.
All creative elements were designed on time for national and regional program execution, often supporting important events/holidays such as Pride Month, World Class Competition, St. Patrick’s Day, Cinco de Mayo, Christmas, Diwali, Asian New Year, and more. My experience with packaging and layout design lent itself well to reimagining blank die lines into well-branded vessels, conveying value and desire for the customer’s consideration. The quality and appeal of the “Free with Purchase” packages were sure to tempt shoppers, with the winning choice being to purchase one of the several Diageo Brand products as accompanied by it’s supporting value add.
Knowledge: Art Direction, Branding, Layout Design, Package Design
Programs: Adobe Illustrator, Adobe Photoshop, Adobe InDesign
Details: Branded value adds designed for Diageo Canada