Our dedicated Diageo team recently organised a fully interactive innovation workshop for their Diageo marketing colleagues in Thailand.
ASL welcomed over 60 delegates from Diageo to a custom-built ‘bar’ where they could explore all the latest ideas and concepts for innovative barware and promotional products.
With over 100 individual product concepts on show, our team showcased samples from ASL’s global product development for the drinks industry. Combining this with local market knowledge and supply chain capabilities, the workshop aimed to help Diageo identify the most interesting ideas for potential development to meet their 2019 strategic business objectives.
The workshop also included a keynote presentation from ASL covering market insights, latest trends, consumer behaviour and concept development. Diageo’s marketing teams provided immediate feedback for items on display using voting scorecards, which the ASL team is using to follow up and agree next steps for specific product development. High visibility solutions, functional POS and desirable consumer gifts proved popular themes with top products including illuminated showcases, pop up furniture and the full bar wrap around.
Janice Clarke, ASL’s Client Services Director for APAC commented “We developed a specific ‘365 Bar’ theme for this workshop which has worked really well. We wanted Diageo’s marketing teams to fully immerse themselves in a real-life environment and experience some of the latest products ideas and concepts first hand. With our team there to provide expert knowledge and practical advice as required, we’ve found this creative approach very effective in generating exciting but practical new ideas which will work in reality”.
Christos Maniakis, Diageo CP&A Manager for Asia Pacific, added “With this workshop ASL has created an opportunity for our marketing teams to step outside their day-to-day routine and experience the Diageo brands as consumers. This gives us a fresh perspective on how we connect with our customers and helps test new concepts and products in an interactive environment. ASL’s in-depth understanding of our brand marketing objectives makes this a truly collaborative event which adds real value to our marketing activities”
Are you looking for new ways to engage your customers? Contact us today to see how our teams combine local knowledge with passion, expertise and a disruptive mindset to help clients create and execute marketing campaigns which excite audiences, build brand loyalty and demand attention.
