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Managing the worlds largest drinks brands (Guinness, Johnnie Walker, Smirnoff & more) - Ed Pilkington, CMO Diageo NA

Uncensored CMO

CHAPTER

The Importance of Timing in Liquids

Deeseron has got a very distinctive smell you know. 80% of all the annual sales went through in december and i had this idea we had the big campaign out of home campaign in london. We're doing some sampling in bars and i thought wouldn't it be great if i took over the underground the the four biggest stations right? I came up with an idea that because christmas is critical to liquea  it's just like oh lovely it makes you go to the bakery, says Amareto.

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