What's Your Cocktail: Data-Driven Smart Ad Integration

Client: Diageo

Keenfolks and Diageo revolutionized digital advertising in the beverage industry by developing a smart ad module that leveraged Diageo's FlavorPrint technology to deliver personalized cocktail recommendations at scale. The "What's Your Cocktail" (WYC) initiative transformed how consumers discover cocktails by connecting their recipe browsing data with tailored drink suggestions across the US and UK markets.

The challenge was significant: despite Diageo's sophisticated FlavorPrint technology for flavour matching, there was no effective way to reach consumers during their food discovery moments. Keenfolks and Diageo developed an innovative solution - a smart ad module that seamlessly integrated with major food content platforms like Simply Recipes, Allrecipes, and BBC Good Foods. Connecting users to preferences is one challenge but also making sure this is a scalable and modular solution is tricky. Keenfolks helped in creating a scalable and modular architecture that helps in scaling the solution on the fly.

By analyzing real-time recipe interactions and user behaviour data, the WYC module created meaningful connections between food preferences and cocktail recommendations. The system processed multiple data points including recipe interactions, seasonal trends, and regional preferences to serve highly relevant advertising content.

The data-driven approach delivered exceptional results: -64 million ad impressions -51 million consumers profiled -click-through rate 4X above industry standards -significant improvements in recommendation accuracy and user engagement

This strategic integration of existing data and technology with innovative advertising deployment provided unprecedented insights into consumer behaviour while delivering measurable business impact.