A question heard repeatedly over the last couple of weeks as the Diageo Graduate Recruitment bus has rolled onto campuses.
Every self-respecting student has consumed Smirnoff, Guinness, Captain Morgans and maybe even a little festive Bailey’s but rarely does anyone know that these super-brands (and dozens more to boot) are owned by the world’s biggest premium spirits brand.
So when Diageo came to us and asked us to help raise the awareness of their grad scheme on campus, the first thing we had to do was to help students make the link between what they drink and where they could end up working.
We worked with our Smirnoff Student Brand Ambassador programme to brand up a Land Rover, placed it in a really high footfall place on campus as a base.
We then got hundreds of miniature bottles of Diageo’s strong brands placed a message inside each bottle and hid them across campus.
We pushed hard via teasing on campus and social media and then held our breath.
Over 300 students found the bottles and came to collect their prize (including a trip to the Guinness Storehouse in Dublin). As well as going away with a Diageo lanyard with details of the grad scheme they all got to speak to current grads about what it’s like working at Diageo and we invited about 20 for a drink in the bar to talk about it more detail.
The campaign was a huge success and we’re confident next year we’ll have a lot less people asking the question of this blog’s title.