Our Diageo client asked us to create a summertime program to appeal to Millennials and Gen Zers who want to be out on patios and in bars drinking with their friends. These consumers were already highly interested in cocktails, but we needed to re-introduce them to Diageo brands as part of their summer drinking plans.  

 

Enter THIS IS HOW I SUMMER FRIDAY. A cheeky campaign that allowed our target to raise a glass to Summer Fridays, those coveted days of summer when you get to leave work early and head out for extended happy hour – no matter the day of the week.