Jay Prasad’s Post

Watching the raid on Sean Combs' home during the news took me back to September 2006 when I led Diageo’s Reserve Brand Group. The Cîroc team, ably led by Jamie Herbstman, presented two potential growth strategies: (1) partner with Sean “Diddy” Combs, an idea generated by the inimitable Jacquie Lee, or; (2) a traditional brand-building campaign for “self-defined sophisticates living an uncommon lifestyle”, developed by KBS (kirshenbaum bond senecal + partners) and Hunter.   I advocated for the uncommon. Ultimately, the team went with Diddy, launching in 2007.   The Diddy partnership took Cîroc from +/- 50,000 to ~2 million cases globally today. It also paved the way for many others like Clooney’s Casamigos, Hagar’s Cabo Wabo, Reynolds’ Aviation Gin . . . I take no credit for the Diddy deal, but I think it fair to call it a success.   But now Cîroc is declining double-digits in the US. Could Diageo have built a more enduring business today if they had gone with a positioning woven into the fabric of the product? Public reports indicate that Diddy made almost $1 billion over the 15-year partnership, and that does not include the dollars needed to activate the partnership. So minimally, Diageo could have spent, on average, $70 million/year to establish the “Uncommon Vodka”.   What do you think? Is the Diddy story a cautionary tale for building brands around celebrity alignment (like Jared/Subway) or an unfortunate one-off? Today I see more influencer/celebrity endorsements than ever . . . but will these be lasting businesses? Do strategics need to be cautious when buying personality-driven businesses? I wonder . . . Jon Bond, Domenico Vitale, Jonas Hallberg, Aaron Reitkopf, Jonathan Lyon, Kristie Wallis (she/her), Brian Hodous, #Diageo #Cîroc #Diddy #Vodka

𝗧𝗵𝗲 𝗣𝗮𝗿𝗶𝘀 𝗢𝗹𝘆𝗺𝗽𝗶𝗰𝘀 𝗮𝗿𝗲 𝗷𝘂𝘀𝘁 𝟭𝟬 𝗱𝗮𝘆𝘀 𝗮𝘄𝗮𝘆! 🏆 In our latest article, we dive into how the F&B industry is transforming the Olympic experience. What’s cooking behind the scenes at the Paris 2024 Games? Here’s what you can expect: 🚀 How the F&B sector is enhancing the Olympic experience 🌍 Which companies are making headlines with their impactful partnerships 💡F&B sector latest trends and innovations at sports events Ready to learn more? 👉 [Read the full article here: https://lnkd.in/erf4vVs6]

For me, one of the most interesting and impressive marketing feats of the 21st century is Guinness becoming the #1 drank pint and a cultural phenomenon in the UK. This 20 min interview with Diageo UK Marketing Director Anna MacDonald will teach you a lot about modern brand management. Particularly like the insights around: ➡️ how they made Guinness a summer drink using key brand assets ➡️ the importance of protecting their customers (the trade) ➡️ how they maintain the brand's history but yet modernise it ➡️ and the idea that brand purpose doesn't need to be about 'saving the world'. Diageo is such a good breeding ground for smart, pragmatic, strategic, mindful marketers who know how to manage a brand for the future while revering its past. As Mark Ritson would say, if you want to credibly and creatively position a brand for now, you have to deeply and emphatically understand its origin and DNA. https://lnkd.in/e75ugbNq

We’re almost at the end of another month and we hope you’re celebrating hitting targets! 🤞 Here’s some resources ALF has put together this month to help our subscribers with lead gen for the rest of the year. 🎯 🧠 ALF attended MAD//Fest – check out our round-up of what’s on the mind of some of the UK’s top marketers - https://lnkd.in/dDrevi8r 🏅 Paris is hosting the 2024 Olympic Games, and leading brands will be looking to strike gold with the global sporting showpiece and Team GB. Find out all about Olympics sponsorship deals here - https://lnkd.in/eTkqxJ7x *Subscribe to ALF to Access* 🎙 One of those Olympics brand partners is NatWest. Hear from the bank’s CMO in our latest podcast episode - https://lnkd.in/dX2u8dxn 💡 With change on the horizon in the UK and improving consumer sentiment, what trends, categories and opportunities should you be looking out for in the second half of 2024? - https://lnkd.in/eBZ3zupf *Subscribe to ALF to Access* ➕ 150 new brands were added to ALF for you to prospect - https://lnkd.in/e2fH-S6R *Subscribe to ALF to Access* ✈ Emirates is one of the world’s leading airlines, and supports the business with significant marketing and advertising activity. Read our in-depth brand profiles to support your conversations with big businesses - https://lnkd.in/e_GTuytg *Subscribe to ALF to Access* 🔁 A massive 473 job changes occurred in July (and counting!) - make sure your contacts are up to date - https://lnkd.in/eicERKwA *Subscribe to ALF to Access* Subscribe to ALF here - https://lnkd.in/ev8GY8hm #newbusiness #mediaadsales #advertisingsales #salestargets #mediasales #agencies #pipeline #marketing

Seven years ago, I started my journey in the promotional events industry with Smirnoff being the first brand I ever worked! I still remember the nerves I felt speaking to people about a product I was not familiar with. 🫠Being out of my comfort zone pushed me to grow, and looking back, I realize it gave me the skills to sell, manage, and close projects I once thought were beyond my reach.💯 Your current place you are at is not the final destination. It's just a part of the journey. Have faith & trust the process ✨️ #PromotionalEvents#BrandAmbassador#EventMarketing#Promotions#BrandRepresentation#MarketingStrategy#CareerGrowth#BusinessDevelopment#PersonalGrowth#ProfessionalJourney

Heineken's Silver Sensation Heineken's significant investment of over $100 million in marketing its new light Silver beer, along with the prominent focus on the beverage at the F1 Heineken Silver Las Vegas Grand Prix, can be explained by several strategic marketing considerations. Heineken aims to expand its product portfolio and reach new market segments with the introduction of Silver beer. This substantial marketing budget is allocated to create brand awareness, capture market share, and drive revenue growth in the competitive beer market. By leveraging a major sporting event like the F1 Grand Prix, Heineken can strengthen its connection with existing consumers and create new brand advocates. This reinforces brand loyalty and encourages repeat purchases. By leveraging a major sporting event like the F1 Grand Prix, Heineken can strengthen its connection with existing consumers and create new brand advocates. This reinforces brand loyalty and encourages repeat purchases. READ ARTICLE: https://lnkd.in/gwyN-7Bg #HeinekenSilverBeer #F1GrandPrixShowdown #BrewingExcitement #SipIntoSilver

💡While not officially confirmed, reports suggest Diageo owned Guinness has beaten competition for The HEINEKEN Company to replace Budweiser Brewing Company APAC as the Official Beer of The Premier League 💡Proposed four-year partnership will start from the 2024/25 season and is reportedly worth UK£41 million (US$51.3 million), a little over UK£10 million (US$12.5 million) per year 💡As an iconic beer brand with Irish heritage, the Premier League sponsorship allows Guinness to strengthen its connection with the passionate football culture in the UK and globally 💡The deal gives Guinness visibility and association with one of the most-watched sports properties (viewership of 3.2 billion), reaching engaged fans across multiple platforms 💡It complements Guinness' positioning as a premium beer, aligning with the prestige and global appeal of the Premier League 💡Branding and integrations allow Guinness to create unique on-site experiences for fans, deepening their brand affinity 💡The sponsorship enables targeted marketing activations catering to the league's diverse fanbase across demographics and geographies 💡Leveraging the sponsorship, Guinness can craft compelling storytelling and campaigns that resonate with football fans' love for the game and the social camaraderie of watching it with friends over a beer 💡The deal allows Guinness to capitalize on the fervent football fandom, potentially driving sales during match days and fostering brand loyalty among fans 💡Effective integration with Premier League partners and clubs can open up cross-promotional opportunities for Guinness as well #sports #sportsbiz #sportsbusiness #sportssponsorship #sponsorship #guinness #beer #premierleague #foootball #fandom #footballsponsorship SportQuake

Global sporting events are a goldmine for Food & Beverage brands - this year we have 2. 1. Euros 2. Olympics Last year’s women’s euros saw a consumer spend of £761.2m so you can be sure every brand will be fighting for attention. How can you stand out without running through cash quicker than Tony Stark? - Partner with other brands/retailers on cross-promotional campaigns. For example, a snack brand partners with a beer brand to offer a combo deal ahead of England’s 5pm kick-off against Denmark. - Introduce limited edition event-themed packaging. Heineken executed this excellently at Euro 2021 with a different nation’s flag on each bottle which left shoppers scrambling to get England bottles. - Offer special promotions and discounts on products during the tournament period. Collaborating with retailers’ loyalty schemes will get your offer in the best store locations. - Launch engaging online campaigns centred around the event, such as contests, giveaways, and challenges. Encourage contestants to share the campaign on social media to receive a special offer. - Introduce limited edition flavours inspired by the iconic tournaments. Lucozade is possibly the best at this, with a sales increase of 39% during the 2018 World Cup, and who could forget their iconic Brazilian flavour for the 2014 World Cup. Did I miss anything? How would you stand out during peak event periods? PS. Engaging a market-leading field marketing agency to maximise product visibility is a no-brainer for these events and I know of a great one... #euros #olympics

How did we transform Guinness into an even more iconic brand for a whole new generation of Guinness drinkers? Last month at Cannes Lions International Festival of Creativity, Callum McCahon summed it up perfectly: ✨ Start with social for inspiration 💯 Know your brand truths and double down 🤸♀️ Build your teams for agility and react in real-time Head here to see more on how we reignited Guinness and transformed it into a social-first brand 👉 https://lnkd.in/emg4T8Y8

Global sports mania = Beverage opportunity! Check out our roundup of eye-opening, on-premise stats! By leveraging local social advertising, beverage companies can seamlessly connect their products with these vibrant sporting moments, enhancing brand engagement and sales. Learn more. https://bit.ly/3FNacpX #beveragemarketing #socialmediaadvertising #socialmediamarketing #localadvertising #localmarketing