A Beloved Brand Taps into BIC for Spring Capstone

2/12/2019 Unknown 0 Comments

Diageo, a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer, partners with BIC once again for the Spring Corporate Capstone. Headquartered in London and here in New York City, Diageo produces over 200 brands – old and new, large and small, global and local – that are enjoyed in more than 180 countries around the world. Diageo is a business built and sustained through innovation; developing new ideas is crucial to its growth strategy. Its established brands include Smirnoff, Johnnie Walker, Baileys, and Guinness.

All semester long, BIC will be working with Diageo's Jason Chebib and Alex Carantza, both experts in consumer insights and planning, to promote one of the newest extensions of a beloved brand: Baileys Almande.  With fewer calories, Baileys Almande is not only gluten free, but perfect for those who are vegan and lactose-intolerant. These characteristics combine to create an interesting communications challenge that sets the stage for a productive final semester for the BIC Class of 2019.

All four teams will work from the same brief presented by Diageo on February 7th and then pitch their integrated marketing communications campaigns to the client on May 16th. In between, BICsters will do a deep dive into market research to uncover insights that will drive strategic communications solutions that “scream deliciousness” in product-specific ways.

Each Spring semester, the BIC Corporate Capstone is led by BIC Professor and Program Director Nancy R. Tag who divides students into separate communications teams to fulfill the brief of a corporate client. Past clients have been Univision, Universal Music Group, and Heineken. In the Fall semester, BICsters focus on a non-profit organization. This year, they worked on behalf of Sandy Hook Promise to help stop gun violence by promoting clubs on high school campuses.