DIAGEO

DELIVERING BRAND CONSISTENCY

OUR CHALLENGE

The roll-out of Global creative for a new fruit-flavoured Smirnoff Infusion in South Africa. Design adaptation, retouching, artwork build, and output of print-ready files.

DIAGEO’S CHALLENGE

After the success of Smirnoff Infusions in the UK, Diageo produced three new flavours for South Africa. Ensuring global brand consistency was key, speed to market and ensuring all were aligned on global intent.

OUR APPROACH

Brand managed the process from receipt of strategic creative files through to release of print-ready data. Having a thorough understanding of both country and brand requirements ensured a precise and quick turnaround of artwork files for approval. Linking in with the global marketing director for Diageo on the artwork, retouched images and liquid ensured global sign off. Brand adapted European designs for secondary packaging ensuring print capabilities were applied at the concept stage.

THE OUTCOMES

We delivered reduced costs on design adaption, origination and print. Expertise in Flexo printing enabled us to apply print constraints to the creative files and reduce the number of colours. A thorough understanding of Diageo’s brand guidelines and fantastic relationships with local, global and innovation teams made it possible to quickly turnaround design to print and protect the brand.