The Amigos Bottle

What excites us most about working with Diageo’s breakthrough innovation team is how relentless they are in their pursuit of the new; a shared commitment that’s always pushing us to new heights. Together, we’ve built a trailblazing approach to personalisation for Casamigos – starting on the white sands of California’s Huntington beach.

In the run up to our launch at the US Open of Surfing, we reimagined every aspect of our pioneering customisation engine, Halo, to bring their “house of friends” philosophy to life. To create a style that could stretch across the full spectrum of the Casamigos brand, we focused on elements that offer longevity and flexibility, building flowing gradients and a system of hand-drawn illustrated icons.

Using a Halo-powered, custom-trained AI model, we were able to not only create endless variations of our Casamigos themed icons but actually deploy our custom pattern generator to programmatically generate unique combinations. Each possible outcome was defined by evocative questions that prompted customers to engage deeply with the experience, turning special memories of them and their crew into the fuel for their bottle artwork. By owning every aspect of the design and build, frontend and backend, we were able to create a frictionless experience, winning us a completion rate of 85%.

Highlights:

• 20% conversation rate
• 9.45/10 net promoter score
• +91% YoY retail uplift in Total Wine (during activation)
• 85% completion rate of the end to end journey