What Coco Chanel can teach us about whiskey.

At Duty Free men go straight to the alcohol. Women turn left to perfume.

Diageo wondered how alcohol could connect with women the way perfume does so brilliantly. Added Value’s solution was to apply a ‘cultural lens’ to the perfume category and uncover the powerful emergent emotional themes at play.

The in-depth semiotic research discovered six emotional worlds – Individual, Intriguing, Invigorating, Romantic, Fantastical and Edgy – which could be delved into to find enlightening insight for Diageo brands.

Added Value designed an intuitive and beautiful interactive digital tool to make access to this multi-layered information easy. Every level of the project was focused on real implications for Diageo brands. The new insights have challenged beliefs at Diageo on a range of issues.

With this digital tool, Diageo now uses the data in a simple and powerful way for workshops, innovation, and especially to uncover ways to better engage with women across their brands.

“...Added Value deliver for us time and time again ... A brief that started with a hunch that we could learn from another category has turned into one of the best received pieces of work that we have done.” - Karen Foster, Global Innovation Planning Director, Diageo.