Aultmore single malt whisky
BACARDI
I helped my agency respond to an RFP from Bacardi to launch their new Scotch Whisky brand, Aultmore. My team first aligned on an overarching creative concept for the messaging, which was to shroud the product launch in mystery like the blankets of fog that cover the Speyside region of Scotland from where it comes. Then we worked out the tactical executions to support the concept.
Projections on mist generated by fog machines in upscale nightlife establishments conveyed the mysterious allure of the brand. Limited edition book boxes that concealed the product in their pages, were the kind of exclusive “if you know, you know” presentation, that drove interest among enthusiasts.
Many of the executions were about teasing the product before it was available with hints aimed at scotch enthusiasts, and then following up with a big reveal. The concept helped win our agency the business.
