BLACK & WHITE SCOTCH
PRODUCT: An old mid-shelf brand of Scotch whose core consumers were digging peat in the great beyond.
PROBLEM: How does a brand favored by grandpa or great grandpa become relevant to younger drinkers?
PRODUCT: An old mid-shelf brand of Scotch whose core consumers were digging peat in the great beyond.
PROBLEM: How does a brand favored by grandpa or great grandpa become relevant to younger drinkers?
SOLUTION: Create a campaign that positions the brand as a thoughtful, yet provocative drink for intelligent, young consumers. It is meant to appeal to those who see themselves as trendsetters. People who are willing to blaze their own trail and choose their own drink.
A pack of Black & White playing cards featuring edgy and smart topics to discuss while you sipped your Scotch was developed as an onpack and instore promotion.
RESULTS: Was named BrandWeek Promotion of the Year.
