Diageo held its annual Marketing Excellence Awards (MEAs) in London last night, which celebrate the most effective marketing campaigns developed for Diageo’s brands across Western Europe during its last financial year.
The MEA’s aim is to develop first-class creativity and reward Diageo’s agency partners and brand teams for the role they play, while encouraging agencies, creative teams and potential future employees to show interest in Diageo. The main focus of the awards night is to reward agency partners who have delivered outstanding creative campaigns that have significantly enhanced business performance in F14 across Western Europe.
The awards took place at Diageo’s recently redeveloped conference centre at its London headquarters in Park Royal. Campaigns from a variety of disciplines were shortlisted in four categories:
Baileys Chocolat Luxe is the first time real Belgian chocolate has been fused with alcohol. The campaign has delivered impressive growth across Western Europe and has been one of Diageo’s largest innovation launches in Western Europe to date. In its first year, Baileys Chocolat Luxe delivered 6.6% of total Baileys trademark value sales in Western Europe and accounted for 7% of total Baileys trademark value in the month of December in the GB off-trade.
Chris Lock, who was category marketing director for Baileys in Western Europe when the campaign launched, said, “We’re delighted to have won. Baileys Chocolat Luxe is an incredibly innovative product, but its success is largely down to the brilliant marketing and advertising campaigns behind it. I’m proud to say that these delivered some excellent results.”
As well as winning the accolade, the Baileys brand team and agencies behind the campaign (101, Unity, Love, WARL and RGA) were also awarded £50,000.
The other winning campaigns were Talisker Whisky Atlantic Challenge, Shake Up Summer!, Smithwick’s Squirrel and Captain Morgan Football, who all also received a share of the £200,000 prize pot.
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