Diageo wanted to ask shopper's to get involved with charity through a program called A Mix the Matters. It encouraged shopper's to purchase Diageo products and throw a charity party of their own. Diageo would also contribute too, connecting with the next wave of shoppers in the category, millenials.
A shelf sign in the liquor aisle.
A bottle hanger that gives the shopper a free rubber charity bracelet and a foldout booklet.
An information bottle hanger booklet that gives the shopper ideas on how to throw her own charity party and how to get more involved.
Rubber bracelets that the shopper can purchase as a party favor to raise funds towards her charity of choice. Also, Diageo would contribute to her charity of choice with every purchase.
