• by Fern Siegel , April 17, 2024

Diageo launched a ready-to-serve cocktail collection in late 2023.

Longtime agency partner Bakery handled creative, which highlighted the brand’s popular spirits, such as Ketel One, Tanqueray and Bulleit.

Bakery's OOH and print work underscores how the new cocktail line replaces previous cocktail making, specifically the classic shaker.

Photographer Ale Burset shot the campaign using high-impact placements to show consumers new ways to employ now obsolete cocktail shakers.

The three repurposed images are a colorful flower vase, urn and toothbrush holder.

The creative kicks off with placement on Times Square’s largest LED billboard and a full-page ad in the Arts Section of The New York Times.

The ready-to-drink cocktail market was valued at $853.2 million in 2022, but is expected to grow at a compound annual growth rate (CAGR) of 14.0% from 2023 to 2030, per Grand View Research.