MEET DIAGEO

Diageo, headquartered in London, is a global leader in premium beverage alcohol, with iconic brands including Tanqueray, Johnnie Walker, and Guinness. Known for its commitment to innovation, inclusion, and responsible marketing, Diageo continues to lead the industry by delivering products and experiences that resonate with today’s diverse consumers.

THE CHALLENGE

For the launch of Tanqueray 0,0 in Spain, a non-alcoholic alternative inspired by the classic Tanqueray London Dry Gin, Diageo set out to reach what it calls “progressive audiences,” including women, the LGBTQ+ community, people with disabilities, and adults 65+ who are increasingly interested in alcohol-free options.

The brand needed a privacy-safe, future-ready media approach that could reach niche audience segments traditionally missed by cookie-based targeting. The goal was not only to increase reach, but to create inclusive, meaningful connections that reflected Tanqueray 0,0’s values of sophistication, health, and social openness.

OUR SOLUTION

Diageo partnered with Seedtag and media agency PHD Media to activate a cookieless, contextual campaign powered by Liz, Seedtag’s neuro-contextual AI. The team also worked with audience engineers to define custom audiences aligned with Tanqueray 0,0’s values and audience segments.

Instead of relying on third-party cookies, the campaign used contextual AI to place ads within premium editorial environments that matched consumer interests and behavior in real time. Creative assets were aligned with aspirational, high-quality content, generating a “halo effect” that framed the brand as sophisticated and lifestyle-friendly.

A measurement study with xpln.ai revealed that contextual ads increased optimal attention by 25% over cookie-based placements. A brand lift study with GWI confirmed the campaign’s success in reaching the right demographic and psychographic profiles:

• 2.8x Purchase Intent: Contextually reached audiences were nearly three times more likely to consider purchasing Tanqueray 0,0.
• +32% Brand Familiarity: Consumers showed stronger recognition and association with the brand.
• +27% Brand Awareness: Contextual targeting outperformed cookie-based strategies, increasing Tanqueray 0,0’s visibility among key audiences.

By harnessing Seedtag’s cookieless targeting and creative-context alignment, Diageo was able to reach previously untapped audiences, reinforce brand values, and prove that privacy-first advertising can outperform traditional strategies, all while driving meaningful, inclusive engagement.