Diageo
What they asked us to do...
Cohn & Wolfe provides corporate PR support to Diageo in the UK and EMEA. In light of growing concern and public discussion over binge drinking and alcohol misuse, Cohn & Wolfe was asked to develop a UK focused campaign to:
- Build support for Diageo’s position on responsible drinking by communicating its policies and activities in this area
- Promote responsible drinking behaviour amongst high risk demographic groups
- Protect and promote Diageo’s reputation
What we did...
Cohn & Wolfe developed a three-pronged campaign strategy:
- Stakeholder relations activity to engage and build support amongst influential third-parties and policy makers involved in the debate on responsible drinking; activity included an Responsible Drinking Summit, hosted in partnership with IPPR and addressed by the Prime Minister
- Consumer information activity to target high risk demographic groups, particularly 18-24 year old women; activity focused on a series of creative media relations executions to highlight the problem of bingeing and provide advice
- The integration of responsible drinking messages into all on-going pro-active and reactive media relations activity
Our results...
- Relationships enhanced with 45 influential stakeholders including the Home Office, The Portman Group, Alcohol Focus Scotland and British Institute of Innkeepers who all gave positive feedback on the Summit
- Previously hostile stakeholders accepted Diageo’s right to be involved in the debate on responsible drinking
- Consumer campaigns achieved 105 pieces of coverage in national, regional and lifestyle media
- 14 other pieces of Diageo corporate coverage featured responsible drinking messages
Client Quote...
“Cohn & Wolfe demonstrated a unique understanding of a complex and sensitive issue and developed a strategy that enabled us to build relationships with a host of influential stakeholders and get our messages across in the media.”
Kate Blakeley
Head of Social Responsibility
Diageo Great Britain