Diageo: o marketing acontece no copo!
Summary
João Branco interviews Guilherme Martins, Diageo’s VP of Marketing, about building brands like Johnnie Walker and Smirnoff through experience-driven marketing. They discuss shifting consumer habits toward moderation, the strategic importance of glassware in bars, and responsible consumption. The episode also covers Diageo’s World Cup sponsorship and efforts to combat the illegal alcohol market in Brazil.
Topics discussed
Introduction to Diageo and guest Guilherme Martins
Diageo's portfolio and Brazil's drinking culture
Consumer motivations and brand positioning
Shifting trends: Younger generations and moderation
Responsible marketing and social connection
The importance of the glass and serving experience
Building Johnnie Walker's brand through culture
World Cup sponsorship and vodka innovation
Changing consumer habits at home
Market fragmentation and celebrity brands
Combating counterfeit alcohol and safety
Closing remarks and contact information
Listen ad-free on Castria