NORWALK, Conn., March 16, 2018 /PRNewswire/ -- Diageo was
among the top winners at the 2018 North American Shopper Marketing
Effie Awards, which were awarded
this week at the Path to Purchase Institute's Shopper Marketing
Celebration.
Shopper Marketing Effie Awards
honor the most effective integrated campaigns designed to engage
the shopper and guide the purchase process. Shopper Marketing
Effie case studies are scored and debated over two rounds of
judging and must have the insight, creativity and results to earn
an Effie Award.
Diageo's "Whiskey 5" program was awarded a Silver trophy in the
prestigious category of Category/Aisle Evolution. The
program, which enables consumers to more easily discover whiskey
brands best suited to their own particular tastes, consists of
modular displays and educational guides. A corresponding website,
www.whiskey5.com, also allows legal drinking age users to identify
what whiskeys they would enjoy based on answers to questions about
their preferred flavor profiles.
"We understood through research that shoppers were hungry to
learn more about the whiskey category, but in some instances felt
they were lacking guidance on which brands they might like, and so
they were forced to default to making selections based primarily on
price," said Jeff Verses, Director of Shopper Marketing, Diageo
North America. "The Whiskey 5 program has been effective
because, for the first time, whiskey was categorized based on
'taste' and presented to shoppers in a new and different way, not
through traditional retail and trade aisle classifications. We are
thrilled to be recognized by the Effies for the success of this
program."
"The marketing and media landscape is evolving quickly, and this
year's Shopper Marketing Effie winners highlight the very best of
what marketing teams can achieve when brands and retailers work
closely to redefine what success looks lie along the path to
purchase," said Traci Alford,
President and CEO of Effie Worldwide. "Shopper Marketing
Effie winners have achieved effectiveness in a complex, competitive
marketing category and, in turn, have given other marketers an
opportunity to learn from the best."
"Shopper Marketing Effie winning teams are known for leading the
charge on insight, technology and creative path-to-purchase
strategies that deliver results," said Mike
McMahon, President & CEO, Path to Purchase
Institute.
The complete listing of 2018 North American Shopper Marketing
Effie winners and finalists is available for download on
www.effie.org.
The Effie Awards are known by advertisers and agencies globally
as the pre-eminent award in the industry, and recognize any and all
forms of marketing communication that contribute to a brand's
success. Since 1968, winning an Effie has become a global symbol of
achievement. Today, Effie celebrates effectiveness worldwide with
the Global Effie, regional Asia
Pacific, Euro, Latin American, North American and
Middle East / North Africa Effie
programs and more than 40 national Effie programs.
About Diageo
Diageo is a global leader in beverage
alcohol with an outstanding collection of brands including
Johnnie Walker, Crown Royal, Bulleit
and Buchanan's whiskies, Smirnoff, Cîroc and Ketel One vodkas,
Captain Morgan, Baileys, Don Julio,
Tanqueray and Guinness.
Diageo is listed on both the New York Stock Exchange (DEO) and
the London Stock Exchange (DGE) and our products are sold in more
than 180 countries around the world. For more information about
Diageo, our people, our brands, and performance, visit us at
www.diageo.com. Visit Diageo's global responsible drinking
resource, www.DRINKiQ.com, for information, initiatives, and ways
to share best practice. Follow us on Twitter for news and
information about Diageo North America: @Diageo_NA.
Celebrating life, every day, everywhere.
Kristen Crofoot, Diageo
203.229.4223
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SOURCE Diageo North America