Developing a next generation Scotch whisky with Diageo

Diageo asked us to help them innovate a contemporary, relevant new Scotch whisky to shake up the category’s dusty image.

Flamingo identified Haig Club as the strongest in a suite of innovation ideas, and decoded the concept of the contemporary gent’s club to inspire a new brand world.

Haig Club launched in 2014 as one of Diageo’s biggest ever innovations, and has enjoyed widespread commercial success.

"Flamingo is not just a research agency. They are a strategic partner for re-framing issues and finding solutions. They understand not only our brands, but our business and our ways of working."
Ben Itty, Global Planning Director, Whiskies
Milly Liechti