Diageo joined with Zagat Survey to launch (www.idrinkwell.com), the first online resource guide to restaurants that are dedicated to serving the highest quality drinks and drink service. To raise awareness of its new service Zagat and Diageo turned to Broadstreet to create a unique adult consumer experience for the brand.
Broadstreet designed an event that featured master mixologist, Dale DeGroff and spokesmodel Molly Sims, to educate consumers on the preparation and process that make a good alcohol beverage great. Adult participants were treated to samples of a variety of cocktails specially prepared by DeGroff while Sims introduced the many features of the Drinkwell website.
The event centered around a Drinkwell branded bar and toured through several indoor and outdoor landmark locations in New York and Los Angeles.
The new Zagat's brand launched with a splash to consumers, while the press was stirred and not shaken. 