In late 2023, Diageo tapped long-time partner Bakery to launch The Cocktail Collection, a series of premium ready-to-serve cocktails made with some of their most iconic spirit brands like Ketel One, Tanqueray, and Bulleit.
Last week the agency released a clever round of OOH and print work for the rapidly growing brand that leans into just how effective the collection is at replacing old-fashioned cocktail making.
To cement the brand as the only ready-made option that can truly serve as a replacement for traditional cocktails, Bakery teamed with award-winning photographer, Ale Burset (the man behind Magnum’s ‘Find Your Summer’, Heinz’s ‘Why Isn’t it Heinz?’ and more) for a print and outdoor campaign that uses high-impact placements to show consumers what might happen to their cocktail shakers now that The Cocktail Collection has made them obsolete.
Together, Bakery and Burset created striking slice-of-life photographs that played up the elevated aesthetic of the brand but kept the fun of the repurposed cocktail shakers – with each one being created practically and by hand.
From a colorful flower vase to a forever-home for the remains of the family pet, the campaign showcases three humorous repurposings of the now less-than-needed cocktail shaker.
The concept was born of a conversation about how much the Bakery team actually uses The Cocktail Collection, with several team members noting that they hadn’t even touched their at-home cocktail shaker since work started with the Diageo line.
The work debuts the week-of 4/08 with a placement on Times Square’s largest LED billboard and a full-page ad in the Arts Section of The New York Times.
TEAM CREDITS
Brand: Diageo
- Laura Meritt – CMO Diageo Beer Co. & Pre-Mix SVP
- Nikhil Shah – Brand Director of Pre-Mix
- Stephanie Pavone – Senior Brand Manager of Pre-Mix
- Brett Friedman – Brand Manager of Pre-Mix
Agency: Bakery
- Chief Creative Officer / Founder: Micky Ogando
- Creative Director: Kerrie Heckel
- Creative Director: Rodrigo Rothschild
- Art Director: Alejandro A. Canela
- Art Director: Allison Durak
- Art Director: María Martínez López
- Copywriter: Blake Rozas
- Copywriter: Madeline Hester
- Copywriter: Lídia Bartrolí Mercader
- Associate Design Director: Kaleb Sindac
- Director of Production Design: Roxanne Ratliff
- Senior Brand Strategist: Hailey Caldwell
- Head of Accounts / Managing Director: Jacqueline Thompson
- Account Manager: Kathleen Esser
- Senior Project Manager: Maria Roepke
- Executive Producer: Chuy Hernandez
- Photographer: Ale Burset
- Exec Producer: Marcela Moracci
- Producer: Inés García Fuerte
- Production house: F16 producciones
- Post Production: Eduardo Navarr
