Diageo markets and sells premium alcoholic drinks, including spirits and beer. The Diageo “incubator brand” marketing team sought to introduce, market, and sell two nascent brands, including SIA, a scotch whisky blend, and Kikori, a Japanese whiskey. Both brands lacked a clear brand and content strategy , had limited creative assets, and a weak social media presence. Diageo wished to clearly define the brand positioning, create a new VIS, refresh the content strategy and increase sales in key markets. The challenge? The spirit industry is a highly competitive, overly saturated market, and the partnership ensued just a few weeks before the crucial holiday season, so Roar Media had quite a challenge to deliver well – and fast.