Friends of the Classic Malts

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(No Transcript)
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Friends of the Classic Malts

• Project
• To create a customer relationship programme that
  creates affiliation with malt whiskey
  enthusiasts.
• Challenge
• Diageos challenge was to increase consumption of
  malts across a large portfolio of diverse brands
  and to increase consumer discernment of the
  category to favour their more sophisticated and
  complex malts.
• Our challenge was to
• - exploit the ownership of a malt regionality
  concept
• - increase off trade sales through portfolio
  extensions rather than greater consumption of
  identified brands
• - build loyalty, create confident brand champions
  and satisfy their need for knowledge and
  authenticity
• - measure the effect of a relationship marketing
  programme.

• Solution
• The launch of the Friends of the Classic Malts
  relationship marketing programme. The programme
  gives enthusiasts priviged access to the world of
  malts. It empowers members by taking them on a
  journey of discovery through the 13 malts and
  giving them the knowledge to make confident
  choices. The activity is based on recruitment and
  retention and encompasses web, email and offline
  communications.
• Results
• Launched in 15 markets globally and consumers
  are communicated to in their own language.
• Over 400,000 Friends have been recruited as at
  August 2008.
• Globally, Friends purchase an incremental 2.5
  bottles of whisky per annum and trial twice as
  many Classic Malts as non members.
• FOCM relationship marketing programme is held
  as best practice RM within Diageo.

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Direct Mail
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Malts.com
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Quarterly Quaich Magazine