In a category beset by indistinguishable ads full of craftsmanship, rolling heather, and reflective sophistication, we set out to craft a campaign that stood well-apart from the competition.
Our idea was to position The Woodsman as a drink that is “Well Earned”. A reward for a good and honest day’s graft. An idea that really resonates with our audience of “life’s doers”, and reflective of the hands-on woodcraft at the heart of the product, which is matured in double-scorched ex-bourbon barrels to give it extra depth.
To bring this to life, Mr. President decided there was no better mascot for the brand than the hardest-working wood chopper in the forest: the beaver.
ENTER BARRY THE BEAVER AND HIS HARD-WORKING BEAVER FRIENDS. HERE TO CELEBRATE LIFE'S DOERS AND REWARD THEM IN THE ONLY WAY THEY KNOW HOW - WITH A WELL EARNED GLASS OF WOODSMAN WHISKY.
The brand’s first major TV ad follows our group of long-toothed beavers in their natural habitat as they roll their sleeves up and get to work chopping down trees, gnawing on bark, carrying planks, and hammering nails.
As the beavers mop their brows, we see a bottle of the Woodsman Whisky being opened and a drink being poured to celebrate what they’ve been beavering away on – a steaming, bubbling riverside hot tub.
Barry (the beaver leader) raises a well-earned glass of Woodsman Whisky as the other beavers enjoy a rewarding soak in the bubbles.
Dubbed the “World’s most effective Whisky ad” by Andrew Tindall of System1 Research, scoring an Exceptional 4.8/5 Star Rating, the ridiculously distinctive TV campaign is supported by OOH, VOD, social and online in the UK and across Europe.
The result? Off trade retail sales value rocketed to an all time high, with a +58% growth in the 12 weeks following campaign launch – almost doubling market share (source: NielsenIQ Retail Measurement on 15/07/23). Beyond this commercial success, the campaign has equally strengthened relationships with the brand’s core stakeholders. Linda Phillips, Global Senior Brand Manager Innovation and Incubation at Whyte & Mackay, says “We got feedback from two of the most senior buyers who sent emails directly saying that they loved it. In 20 years of working in alcohol, I haven’t seen an email directly from a client that commented on creative.” Proof that the decision to do something different can seriously pay off.
