If there’s a company that can provide the blueprint for how to make good brands great, spirits marketer Diageo just might be it. The company has a strong heritage in product innovation—its first 100-proof flavored Smirnoff vodkas will go on the market March 15. But the company has a knack for not only creating products that consumers embrace, but also the right packaging to complement them.
How does Diageo do it? The company provided a glimpse at a recent innovation day, and the details were reported on thehour.com.
• Innovation is at the center of the business, and it’s continual.
• The company operates seven innovation centers worldwide; all departments are represented.
• Consumer insights drive each innovation center’s work.
Finally, Holly Wilkinson, director of innovation, emphasizes that the packaging is the face of each of its brands. In the article, Wilkinson cited recent changes to the Smirnoff bottle as an example of how a design makeover can make a brand more majestic and reflect product improvements.
“It went from sloping shoulders to proud shoulders, from a big label to something tight and proud,” Wilkinson said. “It's one of the reasons for the sales explosion.”
