Diageo Scented Marketing

Diageo transports consumers to Scotland through an exciting in-store experience

Shoppers at Dan Murphy’s will be treated to a discovery journey through the Scottish whiskey regions as part of the March Into Malts campaign. Diageo Australia partnered with Reed Pacific Media & Dan Murphy’s to create four scents which represent the famous Scotch whiskey aroma’s distinct smell of each of the whiskey producing regions in Scotland.

As part of the campaign to educate consumers on the extensive depth and range of Diageo’s Scottish single malt whiskeys, consumers will be guided by scented point of sale materials on a multi-sensory journey. Four unique fragrances were created in conjunction with Simon McGoram, Diageo’s National Whiskey Ambassador, representing Lowlands, Highlands, Speyside & Islands styles of whiskey.


March into Malts


Diageo Australia

What We Did

Fragrance design, in-store materials.

Lisa Whitworth, Head of Customer Marketing at Diageo said: “Whiskey is a highly trending category and always recruiting new consumers. However, historically the category has been difficult to navigate at the shelf, and most people don’t know where to start in their exploration of single malts. With trial being a major barrier to entry for spirits consumers, and Scotch, in particular, scented marketing felt like an innovative solution to give prospective Scotch whiskey fans the confidence to choose a product they’ll like at shelf without having to partake in a tasting experience. By creating the key flavour notes that best represent each region, consumers can be more targeted in their search, while also still having a range of products to choose from and explore.”

Diageo is a global leader in beverage alcohol with an outstanding collection of brands across spirits and beer – a business built on the principles and foundations laid by the giants of the industry.

Reed Pacific Media is a scented shopper marketing agency, creating multi-sensory experiences for leading global brands.

To experience the fragrances and whiskeys, head into Dan Murphy’s in March.