Case study: Diageo - Brand Passion and Integrity

The Diageo Archive holds records relating to more than 1500 brands past and present, from those long established such as Johnnie Walker Scotch Whisky, Smirnoff Vodka and Tanqueray Gin to more recent innovative brands such as Baileys Irish Cream. The collections span 402 years of history with brands such as Bushmills Irish Whiskey having heritage and history dating back to 1608 and they tell the rich histories of these brands as well as our distillery sites, companies and people. From 18th century ledgers to the most recent annual reports, the archive materials authenticate and add texture to these rich histories.

The case study postcard featured an image of Johnnie Walker taken from original 1908/09 advertising campaigns  and used as part of the launch of Johnnie Walker Blue Label King George V in Madrid in 2008.

(click image to enlarge)

The case study demonstrates how with access to original source material, the Archive team can use their knowledge, passion and commitment to verify brand information and discover new brand truths giving sales and marketing teams a unique insight into the brand to support launches, celebrations and PR events by displaying and presenting materials from the Archive.

The full case study is available here and the other case studies here.