Comfort, utility, service, purpose: How Diageo has responded to the COVID-19 pandemic

Diageo, the spirits manufacturer, has mixed consumer engagement with purposeful marketing as it responds to the COVID-19 pandemic.

“In mid-March, overnight, 20% of our business disappeared,” reported Ed Pilkington, chief marketing and innovation officer for North America at Diageo, the alcoholic drinks manufacturer.“And we had to adapt pretty quickly.”

That volume represented the...