Diageo wanted to deformalise cocktail making across their European spirits portfolio. The idea was a jam jar with ShakeItUp on it — sent to influencers, activated at festivals, turned into social content showing people mixing casually, imperfectly, joyfully.

It reframed cocktail culture from something that required skill and equipment into something anyone could do anywhere. Pan-European toolkit, influencer activation, festival presence. A simple device that did a lot of strategic work.

Still running across markets years after launch.