Friend of the Classic Malts
A creative refresh of Diageo's CRM program for their scotch whisky portfolio, beginning with email communications that invited members to partake of special events and promotions.
The solve was to lend an air of exclusivity while reinforcing tastes, attitudes and lifestyle choices common to most scotch drinkers.
In the year the refresh was launched, the program saw significant increase in member engagement as well as in new enrollees.
Creative Direction: Kerry Mellor
Art Direction: Tracy Flynn
The solve was to lend an air of exclusivity while reinforcing tastes, attitudes and lifestyle choices common to most scotch drinkers.
In the year the refresh was launched, the program saw significant increase in member engagement as well as in new enrollees.
Creative Direction: Kerry Mellor
Art Direction: Tracy Flynn