Cîroc on Arrival

Carat UK / Diageo: Cîroc


If Cîroc was to grow and realise its ambition it needed a communications approach that would maximise the potential of its pan-European budget to cut-through.  In turn, the approach needed to increase brand affinity amongst the Modern Elite (moving the key Millward Brown measure of ‘Meaning’) and ultimately increasing sales. 

The idea was to tap into their travel behaviour and turn the traditional country-by-country model on its head, creating bespoke ‘party hot-spots’ across Europe.

Across the year we mapped out three key seasonal opportunities: ‘Summer Beach’, ‘On the Slopes’ and ‘Pre-Christmas Party’, then across each, we mapped the key hotspots, activating with impactful and coordinated communications.

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