If Weber Shandwick's screengrab unit had the opportunity to make its dream pitch for the world's leading premium drinks company, it would go a little something like this.

In this article:
Introduction 
Buzz launch 
Tactical roll-out 
Visual strategy map     

A note from Editor in Chief Brad Berens: I'm excited to announce the launch of a new feature here at iMedia Connection: the "My Dream Pitch" series.

In it, we invite agency execs to share the pitches that they've been secretly mulling over for months or years… the pitches they've always WANTED to give, but for whatever reason (their agencies aren't inside the brand's holding company umbrella,  they've never gotten into the right room at the right time, et cetera) the chance has never come.

Now, iMedia brings these agencies a different sort of chance: make the pitch in public! Share your ideas with the world in order to show the industry your dreams, how you think and how interactive advertising can continue to move forward.

I'm pleased that B. Bonin Bough, executive vice president of screengrab, is kicking the series off with his dream pitch for Diageo, the wine, beer and spirits company with brands including Bushmills, Guinness, Dom Pérignon, Hennessey, Tanqueray, Baileys, Captain Morgan, José Cuervo , Smirnoff, Sterling Vineyards and many more.

So, Bonin: take it away!

The drink for you
The chance to have a special drink tailored specifically for you? How? By answering a series of questions developed by behaviorists, mixologists and tasteologists and plugging them into a software program that can run on multiple devices, Diageo -- the world's leading premium drinks business with an outstanding collection of alcohol brands across spirits, wine and beer categories -- will deliver a drink recipe tailored to each consumer's taste buds. This is a drink they will have for life…The drink they were meant for.

Building a case around taste
Few things in this world have the complexity and simplicity of human taste. While taste buds allow us to experience tastes that are sweet, salty, sour and bitter, each person experiences taste differently. The combination of socialization, culture and preference all drives our concept of what tastes good.

In a world where individualism is celebrated and personal preference is defended, everyone should have the right to find out exactly what drink tastes best to them. Unfortunately, this individualism is non-existent when it comes to alcoholic beverages. The majority of people’s drink options are limited to staple drinks, trendy drinks, selections that friends choose and the occasional recommendation by the bartender.
 
Think about it as liberating your taste buds. To make this possible we must first understand how people make decisions about beverages. Then map a mental model against a series of questions to help steer a drinker to the right drink.

Next: Buzz launch