Top drinks marketing campaigns and news: December

Diageo x Amazon

Drinks giant Diageo piloted a new Amazon Alexa Skill last month using voice-activated technology to promote its Scotch whisky brand, Talisker.

Alexa owners can ask their device to open “Talisker tasting”, and will then be asked to name one of three whiskies under the brand they want to learn more about; Talisker Skye, Talisker Storm or Talisker 10-year-old Single Malt.

Once a whisky is selected, the voice-focused advert takes consumers on an “audio journey that will educate them on how to taste Scotch,” as well as giving more information about the selected spirit.

The final stage invites the taster to ask questions about the story behind their drink or flavours of Scotch they may like to try in the future.

The prompt is age-gated, according to Diageo, which means that only users 18 and over will be able to access the advert. The new advertising format comes after a report this year found that 58% of people have used voice-search technology to find out more about a local business in 2018.

Diageo was also criticised for its marketing efforts last month after an investigation from truthinadvertising.org (TINA.org) found that as many as 1,700 posts by 50 Instagram influencers promoting Cîroc’s vodka and brandy ranges have violated federal advertising laws in the US.

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