Mr President was invited to create the brand positionings for these very rare aged premium malts. With a series of creative platforms that were as unique and as characterful as each individual malt.
For these were to be the ‘Last Great Malts of Scotland’. Released across the world in limited batches for the first time. From the misty, mysterious Aultmore distilled amongst the Foggie Moss, to the cranky, sulphurous Craigellachie which obstinately still uses worm tubs, to the ‘Golden Dram’ of Aberfeldy which draws its waters from the Pitilie Burn where legend claims gold still lies.
These esoteric malt brands were created to be as uncommon as the liquids themselves. All united within the Last Great Malts platform.
We got the whisky world salivating in anticipation of these unique characters, enticing enthusiasts to put their names down to be the first to receive them – both in the on and off trade.
After building each whisky a premium brand expression and brand universe from scratch, we began delivering messages from each of the brands. Each a distinctly characterful introduction to the stories behind the brands, and much sought after invitations to sample them.
Across 10 markets globally – Canada, France, Germany, Japan, Russia, Sweden, Taiwan, United Kingdom, United States and Global Travel Retail – our campaign responded to the hugely intricate release of limited batch age expressions of each whisky into markets at varying times.
The allure of sampling these ‘new’ malts, and the compelling, characterful stories behind each brand led to instant sell-out wherever we launched. We are proud that the creative was also awarded a D&AD pencil for the exceptional copywriting.
