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Chris Copeland on Diageo’s ‘Sweet Spot’
From Johnnie Walker to Jose Cuervo, the world's biggest distiller Diageo knows what its consumers like and how it wants to reach them. Chris Copeland, marketing and innovation director Latin America & Caribbean for Diageo recently spoke at The Festival of Media LatAm in Miami about how it is successfully targeting the emerging middle class in Latin America, driving growth in the region and what the brand expects from its media partners. The ‘Sweet Spot’, he says, is global brands, local insights and borderless media.
Check out his presentation:
And what would it be without a few case studies to show some of the exciting things Diageo has got going on in the Latin American region. Here’s 3 of our fav campaigns from the past year:
Diageo – La Previa Perfecta (Chile)
Old Parr – The Party of a Thousand Fans (Colombia)
Buchanan’s Whisky – Share the Light (Mexico)
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