Diageo is becoming increasingly intoxicated by Facebook’s allure when it comes to brand-building. Diageo, which owns brands including Smirnoff and Guinness, has committed to spending $10m on Facebook ads in exchange for early access to forthcoming features and consultancy to make its campaigns ‘social by design,’ according to the FT.
Diageo is particularly keen to tap into the large audience in emerging markets. It’s already been using Facebook for advertising and promotions for a year, and found that Smirnoff and Baileys sales were boosted by up to 20% in the US thanks to a little help from Facebook. No wonder it’s keen to remain friends.