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Diageo Launches Personalised Whisky Gifting Experience ‘Message in a Bottle’

10/06/2020
Advertising Agency
London, UK
742
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The new online experience from MullenLowe Profero enables people to gift a bottle of Single Malt Scotch whisky with a unique personalised video message

Today, Diageo launches ‘Message in a Bottle’, a new gifting experience that allows people to personalise a bottle of Single Malt Scotch whisky with a bespoke video message.  

The digital experience, accessible on any smartphone or personal computer, uses a smart video personalisation platform to create a unique and memorable gift when purchasing a bottle of Talisker, Lagavulin or The Singleton whisky. 

By uploading a selection of pictures and a message from a smartphone or PC, ‘Message in a Bottle’ creates a thirty second video resulting in a novel way for family and friends to celebrate some of life’s unforgettable memories and occasions. 

A gift label on the bottle with a unique link allows the recipient to access the virtual personal message when they scan the attached QR code by pointing their smartphone camera at it. The video can also be downloaded and shared via social media. 

Benni Lickfett, head of digital innovation at Diageo commented: “We know people are looking to personalise gifting and find unique opportunities that enable them connect with family and friends. We want to use technology to help create impactful celebrations and Message in a Bottle is a great new way to raise a dram to people’s best memories and experiences.”

‘Message in a Bottle’ will launch as a pilot in partnership with The Whisky Shop ahead of Father’s Day. The experience, which was developed with MullenLowe Profero and Spirable, will be available on TheWhiskyShop.com from 4th – 21st June when selecting a bottle of Talisker, Lagavulin or The Singleton, and choosing to add a “Message in a Bottle” to a purchase at no extra cost. The Whisky Shop offers UK and international delivery. 

Talisker, Lagavulin and The Singleton are part of Diageo’s single malt scotch whisky portfolio. Since 1816, Lagavulin Single Malt Scotch Whisky has been made in Lagavulin Bay, Islay, producing a smoky and rich whisky. Talisker is the oldest Single Malt Scotch Whisky made by the sea on the shores of the Isle of Skye and has a peated, smoky flavour. The Singleton range features expressions from a vibrant family of 19th century distilleries comprising of a family of balanced, smooth whiskies. 

The pilot follows the successful launch of ‘What’s your Whisky’, Diageo’s AI whisky selector that uses artificial intelligence and machine learning to analyse people's flavour preferences and match them with their perfect whisky. Following the European launch, ‘What’s your Whisky’ is rolling out in markets around the world. 


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