We’re exceptionally proud to have been named The Grocer’s Direct Marketing Campaign of the Year 2015 – an accolade awarded for campaigns that show a greater understanding of their target audience.
When John Dewar and Sons planned to release five of their long-awaited single malts, we knew it would be no mean feat to bring each dram to life.
With each of the five malts having a unique flavour and heritage, with stories as individual as their tastes to share, we worked on creating a distinctive concept and behaviour for each brand to let the whiskies speak for themselves. Each whisky adopting their own voice and tale to tell…
Aultmore: the one born of fog, bog and brimming wee burns. Craigellachie: the stubborn sulphurous one. Aberfeldy: the storyteller with gold in its waters. The Deveron: a maritime message in a bottle. And Royal Brackla: the King’s own whisky.
Malts tend to be distributed erratically and the task of connecting our malts to a low volume, erudite audience would require careful consideration. Simply put; a mainstream ATL launch would never do the trick, so we embarked on producing a digital programme that sought to match influential drinkers and real-world purchasing opportunities.
The resulting CRM programme was an illustrious stream of beautiful and intriguing communications – each introducing the five malt brands as they were released from their distillery gates. With storytelling at the heart of each communication, The Last Great Malts proved that CRM programmes can be transformative in craft as well as retailer results.
Just don’t hesitate on securing a wee nip for yourself before they are all but gone…
