From a tiny island community to every whisky market in the world.
Jura is the UK’s top selling malt whisky and one of the fastest-growing in the world. But there was a global-local marketing challenge: local teams were unable to make effective use of the traditional global TV assets.
They might be perfect for high media spend markets like the UK, but they didn’t work with lower-spend digital-first plans or in complex global travel retail environments. And that’s all before navigating the nuanced market-by-market restrictions.
So despite having an iconic brand, with a hugely distinctive brand asset in its shapely bottle, and a brilliant brand provenance story – markets weren’t able to deliver creative in a consistent and compelling way.
Mr. President were asked to implement our Brand Defining Ideas process – collaborating with each and every one of the local marketing teams. Capturing all of their needs, considerations, nuances and touchpoints. To create a powerful and adaptable creative idea that all the markets could get behind.
What is uniquely interesting about Jura is that it is made by a tiny island community of 212 people – all of whom lend a hand in the whisky’s creation. We brought this to life with the idea ‘More than a whisky’ – because Jura isn’t just a liquid, it’s bottled community spirit.
Building on the idea that all of the community lend a hand, the campaign captures the journey of the bottle – being passed through all those that touch it before it sets off from the island. The bottle sits at the centre of the frame throughout the film surrounded by evolving, meandering textures of people, places and the beautiful rugged landscapes of Jura. It is passed through various hands in preparation for its bigger journey to distant shores. The piece match-cuts through various people at different stages of the journey to create an enticing visual effect.
The clever creative construct allowed us to stretch beyond film into OOH, social, digital and instore. This has led to a campaign platform that every market can flex to their own needs, within one beautifully simple creative idea.