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    DIAGEO: Strategic Marketing Agency distills innovative vodka offerings for Diageo

    Diageo, one of the world's largest producers of spirits and beers, turned to Domus as competitive vodka offerings were exploding in the market. As their strategic marketing agency, we had to step up and innovate both product extensions for core brands Smirnoff, Ketel One and Cîroc and introduce “New-to-World” vodkas in breakneck time.

    Our zero-based innovation system is a process that evaluates existing IP/patents and listens to the stakeholders, competition and industry best practices. We partnered with scientists on what had worked and on new technologies. We evaluated existing insights, formed the customized team and facilitated a think tank session. We created a master scorecard with: sensorial payoff, rational and emotional benefits, key value drivers and consumer motivators.

    Domus developed concepts and research stimulus for: Smoked, Insight, Elixir, Source, Kokovo, Juiced, Harmony, Mood, Railcar and Spa vodkas. Winning concepts were introduced to multiple demographics, distributors, restaurants/bars, liquor stores. Two core brand line extensions and one New-to-World vodka launched globally.

    When you’re in the need for innovative ideas, let Domus help you uncover your next inspiration.