THE BRIEF
Airports offer a unique retail opportunity. With time to explore and a holiday mindset, travellers are often more receptive to discovering something new, treating themselves and enjoying a little indulgence before they even reach their destination.

Diageo wanted to make the most of this opportunity by creating a World Class shopper experience that brought its exceptional portfolio of drinks to life.

The challenge was to develop a compelling retail experience that would attract attention, encourage discovery and inspire shoppers to explore and sample the very best Diageo had to offer. Making the journey part of the experience.

THE PROCESS
We looked beyond traditional point-of-sale promotion and considered how to turn the time shoppers spend in retail into an opportunity for discovery.

The World Class experience was designed to invite travellers into the world of Diageo's portfolio, showcasing the quality, variety and craftsmanship behind its brands and encouraging shoppers to explore beyond their usual choices.

From creating standout visual presence to developing engaging ways to introduce products and encourage trial, the thinking was about making the experience feel less like shopping and more like discovering something worth enjoying.

The result was a flexible Global Shopper Toolkit, designed to bring consistency to the World Class proposition while allowing individual executions to adapt to the space, audience and retail environment.

THE RESULTS
A global shopper toolkit that gave Diageo a consistent and adaptable platform to showcase its portfolio across multiple retail channels.

By turning everyday retail encounters into opportunities for discovery, World Class could attract attention, encourage exploration and bring the experience of premium drinks to more shoppers – making the journey a little more enjoyable before the holiday had even begun.

AGENCY: RPM
IDEATION: Lee Rooney
VISUALISATION: RPM