Scotch is under pressure, with new tax rules pushing prices up by as much as 50% in some emerging markets. For a category relying on middle-class consumers for growth, this is a big challenge. Diageo briefed us to find a new audience for Scotch by introducing smaller, more affordable formats.
Inspired by the shape of a mobile phone, we created 'Pocket Scotch'. A convenient, portable pocket-sized format. in a silhouette already widely accepted in popular culture - ready for any occasion.
From the first sketch to the store, we designed and created the product, managing every step of the design journey to it finally arriving in the consumer's hand. We've designed The Pocket across the entire Diageo portfolio; 20 brands in total. And that's just for Scotch alone.
We developed a global toolkit for roll-out across all comms and retail, plus a through-the-line brand toolkit tailored to specific local markets with asset creation for digital advertising, retail, and comms.