Award-winning Chief Creative Officer, keynote speaker, workshop facilitator & trainer
John Dewar & Sons decided that it was finally time to launch five of their single malts. Aberfeldy, Aultmore, Craigellachie, Royal Brackla and The Deveron would soon be available as whiskies in their own right for the first time in generations.
We wanted to get the whisky world salivating in anticipation of these uncommon characters and get them to put their names down to be the first to receive them. But the challenge with the single malt market is that whisky drinkers are looking for uniqueness. So we could not create a branded collection of whiskies, we needed to create a set of characters that were Uniquely United.
We started by building each whisky a voice and visual expression as unique as its taste. From the mysterious Aultmore from the Foggie Moss, to the sulphurous Craigellachie still distilled in worm tubs – these esoteric malt brands were created to be as uncommon as the liquids themselves.
Wrapped up in an exclusive digital programme – The Last Great Malts – the campaign was launched in multiple markets with adapted creative assets from film, to print, to individual brand websites and the most characterful of eCRM programmes.
The exceptionally well-crafted brands have been recognised with a D&AD award for Copywriting.
Well we set out from the harbour,
tho it’s bitter cauld and grey
And we turn our backs to the river,
and the distillery tucked away.
— The Deveron