Diageo wanted to explore how personalisation could create a more memorable retail experience and strengthen customers’ connections with its brands.

We designed and developed an intuitive iPad application that allows customers to personalise the label of a bottle at the point of purchase. What began as a pilot for Baileys at Dublin Airport proved highly successful, creating an engaging experience for travellers while giving them a distinctive and personal gift to take home.

Following the success of the pilot, Diageo expanded the platform internationally. It is now used across more than 150 airport retail locations, promotional events and brand activations.

One platform, multiple global brands

Rather than developing a separate application for every campaign, we created a flexible platform that could be quickly adapted for different Diageo brands.

The experience has since been rolled out for Baileys, Captain Morgan, Don Julio and 21Seeds, with Buchanan’s and Bulleit among the latest brands being added. Each version reflects the individual brand’s visual identity, content and personalisation rules while retaining the same dependable underlying technology.

The modular approach makes it faster and more cost-effective to launch new experiences, helping Diageo extend personalisation across its portfolio without repeatedly starting from scratch.

Designed for busy retail environments

The application was built for use by retail teams in fast-moving environments where specialist training is rarely practical.

Its straightforward interface guides staff and customers through the personalisation process, from entering and validating a name or message to previewing and printing the finished label. Clear workflows and safeguards help reduce mistakes, keep queues moving and deliver a consistent experience across different locations and operators.

Brand configurations can also be changed quickly, allowing the same equipment to support different products, campaigns and seasonal activations with minimal disruption.

From successful pilot to scalable product

The project has evolved from a single airport experiment into a reusable global platform supporting some of Diageo’s best-known brands.

By combining an engaging customer experience with a flexible technical foundation and simple retail operation, the platform enables Diageo to create memorable moments at the point of sale while launching new branded activations quickly and consistently.