Scotch is under pressure, with new tax rules pushing prices up by as much as 50% in some emerging markets. For a category relying on middle-class consumers for growth, this is a big challenge.
Diageo briefed us to find a new audience for Scotch by introducing smaller, more affordable formats.
We created 'Pocket Scotch'. A portable whisky format inspired by the shape and proportion of a mobile phone - a silhouette already widely accepted in popular culture - ready for any occasion.
Inspired by the shape of a mobile phone, we developed a convenient, portable pocket-sized format.
Designed around the easy portable ergonomics of a mobile device, our product design team prototyped many options before starting production trials including 3D printed mockups.
From the first sketch to the store, we designed and created the product, managing every step of the design journey to it finally arriving in the consumer's hand. We've designed The Pocket across the entire Diageo portfolio; 20 brands in total. And that's just for Scotch alone.
We developed a global toolkit for the roll-out of all comms and retail POS with asset creation.
We've brought the Pocket Scotch to life with a product animation for launch and retail.
We developed a further through-the-line brand toolkit tailored to specific local markets with asset creation for digital advertising, retail, and comms.