Branding
Diplomatico Community Activation
A disruptive, personality-driven activation that proved a small craft brand could out-engage big-budget competitors by creating authentic, unforgettable moments for the trade.
Year :
2018
Industry :
AlcoBev
Client :
Diplomatico
Project Duration :
18 months
Problem :
Diplomatico needed to deepen relationships with key trade partners in Thailand while defending its shelf and back bar space against aggressive competitors. Standard events risked blending into the noise.
Solution :
I flipped the script with a completely unexpected format a trade footgolf day trip. Every invitee received a personalised football jersey with their name and number, and each golf cart was stocked with a Diplomatico mini-bar, complete with mixers and garnishes. Pairs competed across the course before regrouping for a BBQ overlooking the greens. The master distiller made a surprise appearance, turning the day into both a celebration and an education.
Challenge :
With limited budget, the activation had to work hard: it needed to be instantly memorable, easy to repeat, and capable of building long-term goodwill without becoming overcomplicated or resource-heavy.
Summary :
The event became one of the most anticipated on the annual trade calendar, proving that well-designed, experience-driven activations can deliver disproportionate returns for smaller brands. It left a lasting imprint on the market Diplomatico became a favourite among key accounts, and the format was one we could have run monthly with consistent success.
More Projects
Branding
Diplomatico Community Activation
A disruptive, personality-driven activation that proved a small craft brand could out-engage big-budget competitors by creating authentic, unforgettable moments for the trade.
Year :
2018
Industry :
AlcoBev
Client :
Diplomatico
Project Duration :
18 months
Problem :
Diplomatico needed to deepen relationships with key trade partners in Thailand while defending its shelf and back bar space against aggressive competitors. Standard events risked blending into the noise.
Solution :
I flipped the script with a completely unexpected format a trade footgolf day trip. Every invitee received a personalised football jersey with their name and number, and each golf cart was stocked with a Diplomatico mini-bar, complete with mixers and garnishes. Pairs competed across the course before regrouping for a BBQ overlooking the greens. The master distiller made a surprise appearance, turning the day into both a celebration and an education.
Challenge :
With limited budget, the activation had to work hard: it needed to be instantly memorable, easy to repeat, and capable of building long-term goodwill without becoming overcomplicated or resource-heavy.
Summary :
The event became one of the most anticipated on the annual trade calendar, proving that well-designed, experience-driven activations can deliver disproportionate returns for smaller brands. It left a lasting imprint on the market Diplomatico became a favourite among key accounts, and the format was one we could have run monthly with consistent success.
More Projects
Branding
Diplomatico Community Activation
A disruptive, personality-driven activation that proved a small craft brand could out-engage big-budget competitors by creating authentic, unforgettable moments for the trade.
Year :
2018
Industry :
AlcoBev
Client :
Diplomatico
Project Duration :
18 months
Problem :
Diplomatico needed to deepen relationships with key trade partners in Thailand while defending its shelf and back bar space against aggressive competitors. Standard events risked blending into the noise.
Solution :
I flipped the script with a completely unexpected format a trade footgolf day trip. Every invitee received a personalised football jersey with their name and number, and each golf cart was stocked with a Diplomatico mini-bar, complete with mixers and garnishes. Pairs competed across the course before regrouping for a BBQ overlooking the greens. The master distiller made a surprise appearance, turning the day into both a celebration and an education.
Challenge :
With limited budget, the activation had to work hard: it needed to be instantly memorable, easy to repeat, and capable of building long-term goodwill without becoming overcomplicated or resource-heavy.
Summary :
The event became one of the most anticipated on the annual trade calendar, proving that well-designed, experience-driven activations can deliver disproportionate returns for smaller brands. It left a lasting imprint on the market Diplomatico became a favourite among key accounts, and the format was one we could have run monthly with consistent success.