Pocket Scotch Creation - Diageo

Diageo New Format Development

Brand Strategy, Brand Design, Product Design, Packaging, Retail, Communications, Advertising, Toolkits

The Challenge

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.

Our Response

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.

Pocket Scotch creates new occasions

Pocket Scotch Creation - Diageo
Pocket Scotch Creation - Diageo
Pocket Scotch Creation - Diageo

Structural Development

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.

 

Pocket sized scotch

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.

Global Toolkit

We developed a global toolkit for the roll-out of all comms and retail POS with asset creation.

Launch animation

We've brought the Pocket Scotch to life with a product animation for launch and retail.

 

Local market launches and toolkits

We developed a further through-the-line brand toolkit tailored to specific local markets with asset creation for digital advertising, retail, and comms.

 

Pocket Scotch Creation - Diageo