Leading food and drink data marketing specialist, Serendipity2 (S2), is delighted to announce it has won global drinks giant, Diageo, as a new client. Initially, S2 will support Diageo to develop a robust go to market (GTM) approach for its innovative draught cocktails technology offering across the On Trade.
CEO of Serendipity2, Peter Flood, comments: “There is huge potential to expand the draught cocktails offering in the On Trade across the UK as a whole and also in highly targeted areas of maximum opportunity. Diageo recognises that a more data-driven, scientific approach will greatly increase distribution and deliver improved ROI, and we look forward to delivering these insights and help to formulate the resulting GTM strategy.”
By having a greater understanding of the outlets that could purchase these products, as well as the motivations and buying behaviours of the end consumer, it will enable Diageo to increase market penetration.
S2’s expertise, developed over 22 years, centres on using data analytics and external data sources to develop accurate consumer and shopper brand profiles (or personas) to reflect consumers’ current lifestyles, life stages, occasions, aspirations, affluence and buying behaviour preferences.
Using MarketView, S2’s Google-enabled data visualisation and analytical tool, these personas are then mapped against actual UK populations (residential, daytime workplace, travel hubs, proximity drivers etc) to determine the total footfall opportunity by population relevancy. Output data and heat maps will enable Diageo to align POS, merchandising, equipment, digital signage and in store promotions to the communication and promotional preferences of consumers, thereby increasing sales.
Peter adds: “We’re very fortunate to maintain our position as a trusted strategic full-service partner to many global consumer brands and retailers in food and drink, hospitality, travel, leisure, grocery and convenience.
“Whilst we remain independent and relatively ‘under the radar’ in the media, we’re exceptionally proud to have a client list that is the envy of major agencies and which includes Coca-Cola EuroPacific Partners, Carlsberg Marston’s, TUI, Unilever, Whitley Neil Gin, Monster, Domino’s, Ben & Jerry’s, Britvic, Carabao Energy, Royal Caribbean International, VUE, Men’s Health and The Coca-Cola Company. We are absolutely thrilled to add such a prestigious client in Diageo to our portfolio.”