Diageo and Pharrell Williams have teamed up for “Qream with a Q”, a premium cream liqueur, created especially for women. Pharrell helped conceive the taste (Qream is promoted as lactose friendly and low on calories so Williams’ makes some kind of statement there). Sources also say he played a key role in the marketing and advertising process. Watch the Youtube video and see if you agree.
With the new product, Diageo and Pharrell aim at a new target group: hard-working women who want to enjoy life: ‘Qream was created for contemporary women who work hard and want to relax with friends at the end of the day,” says Williams. ‘I want them to reward themselves deliciously.’ and adds: ‘Women make up half the population and Qream is about celebrating that power. To work with Diageo in bringing something original like Qream and the notion of delicious living to market has been a thrill.’ The end product is a bottle that bears resemblance to a perfume decanter with a taste, according to Williams’, like ice cream. So far, so sweet.
Qream is the second big collaboration with a musician for Diageo, after the brand partnered with Sean “Diddy” Combs in 2007 for their Vodka Ciroc. Combs, who is now a 50% shareholder in Ciroc, drove a significant rise in sales through his tongue-in-cheek ‘Smooth Talk’ sessions online. The cooperation with Pharrell Williams is therefore a logical follow up for Diageo. ‘Williams’ ability to interpret and deliver memorable experiences has the potential to allow Qream to become synonymous with women celebrating life with style, class and quality,’ says Anna MacDonald, Director of Liqueurs Marketing at Diageo. ‘We expect Pharrell Williams’ unique perspective, coupled with his alliance with Diageo, will help Qream set a new standard as the beverage women choose to honor themselves and their accomplishments.’