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Case study: Diageo - Brand Passion and Integrity

Wednesday, 9 February 2011

The Diageo Archive holds records relating to more than 1500 brands past and present, from those long established such as Johnnie Walker Scotch Whisky, Smirnoff Vodka and Tanqueray Gin to more recent innovative brands such as Baileys Irish Cream. The collections span 402 years of history with brands such as Bushmills Irish Whiskey having heritage and history dating back to 1608 and they tell the rich histories of these brands as well as our distillery sites, companies and people. From 18th century ledgers to the most recent annual reports, the archive materials authenticate and add texture to these rich histories.

The case study postcard featured an image of Johnnie Walker taken from original 1908/09 advertising campaigns  and used as part of the launch of Johnnie Walker Blue Label King George V in Madrid in 2008.

(click image to enlarge)


The case study demonstrates how with access to original source material, the Archive team can use their knowledge, passion and commitment to verify brand information and discover new brand truths giving sales and marketing teams a unique insight into the brand to support launches, celebrations and PR events by displaying and presenting materials from the Archive.

The full case study is available here and the other case studies here.

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About This Blog

This blog will provide information about the development of a National Strategy for Business Archives in Scotland. It will also be used to provide general updates about Business Archives in Scotland.

This blog is written by Kiara King, the Ballast Trust archivist. Updates on the Data Mapping Project are written by Cheryl Brown, project officer.

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The Business Archives Strategy for Scotland was published in August, read it here. Keep an eye on the blog for more news about business archives and the strategy's implementation.

You can also contact us at any time with thoughts and contribute your comments to the blog!

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Please contact us if you have any comments or suggestions.

Kiara King (Ballast Trust Archivist)
Kiara.King@glasgow.ac.uk

BACS
bacs@archives.gla.ac.uk