Positive Gender Portrayal in Advertising

Diageo, an alcoholic beverages company, used a combination of research, cultural insight, and learning science to identify how to portray gender in communications more progressively across all of its brands globally.

Introduction

Diageo is the world's largest premium beverage alcohol company, with over 200 brands (including Johnnie Walker, Guinness, Smirnoff, Captain Morgan, Baileys, and Tanqueray) present in over 180 countries with 30,400 employees and annual turnover of ove