NEWS

December 2004
A Christmas 2004 retail promotion for three of Diageo’s major drinks brands was successfully implemented by ColourHolographic and its Irish distributor, Reverse Perspective. Holograms promoting Bailey’s, Gordon’s Gin and Smirnoff were placed in major retail outlets like Superquinns.The holograms, produced from CGI images, were very strongly branded. The Bailey’s hologram showed an attractive woman presenting a Christmas gift that morphed into a bottle of Bailey’s: viewers remarked on the way the woman’s eyes seemed to follow them round the store. The Gordon’s and Smirnoff holograms portrayed the brand values of refreshment and quirkiness respectively. Sales uplifts on these brands were spectacular and Diageo is now planning further promotions using this medium.