In order to put a spotlight on its new alcohol delivery service, British multinational alcoholic beverages company Diageo teamed up with food delivery service Deliveroo for a festive Christmas stunt.
To generate some buzz around its new service, thebar.com, Diageo treated some of the first Londoners with more than just a standard delivery of their order. The partnership resulted in the creation of an unlikely set of carollers—a trio of men who set out on bikes to beatbox classic Christmas carols and hand out deliveries of products from Diageo's brands like Smirnoff, Gordon’s, Captain Morgan and Johnnie Walker.
The quirky seasonal singalong stunt is definitely one that will be remembered by some of the first consumers in the UK to use the new Diageo delivery service.
What's Driving This Trend
- Alcohol Delivery Services
- As more consumers turn to online shopping, there is an opportunity to tap into the market of on-demand beverage delivery services that offer convenience and speed.
- Brand Collaborations
- Collaborations between two or more companies can be a great way to create buzz and drive sales as seen in Diageo's partnership with Deliveroo.
- Experiential Marketing Campaigns
- Creating unique experiences for customers like Diageo's carolling delivery team can increase brand awareness and customer loyalty.
Who This Affects Most
- Alcoholic Beverages
- As the pandemic continues to drive sales of online alcohol purchases, companies in the alcoholic beverages industry can leverage on-demand delivery services in partnership with delivery companies or create their own delivery services.
- Food Delivery
- Food delivery companies like Deliveroo can increase their revenue streams by partnering up with alcoholic beverage companies and creating innovative features such as festive stunt to attract more customers.
- Marketing and Advertising
- Through innovative marketing strategies such as experiential campaigns, companies can better connect with modern consumers who seek fun and unique experiences beyond just purchasing products.
