Naked Malt

Services

Strategy
Campaign
Activation

Your Whisky. Your Way.

With a mission to inspire a new generation of whisky drinkers, Naked Malt challenged us to create a bold through-the-line campaign that could reflect the brand’s confident spirit and the versatility of its liquid.

Our task was to translate the brand ethos—Life Tastes Better Naked—into a campaign that breaks convention, encourages self-expression and invites drinkers to enjoy whisky their own way. The result was a vibrant, unfiltered brand world that makes whisky feel more accessible, more mixable and more relevant than ever.

The campaign centred on the idea of Your Whisky, Your Way, celebrating confidence, individuality and connection. Below the line, we spotlighted the Naked Sour, a signature serve designed to show off the whisky’s mixability and everyday appeal.

Above the line, we brought the brand’s energy to life through character-led moments captured with warmth and punch. Shot by Tim Jobling, the high-contrast visuals combine bold composition and modern styling to radiate Naked Malt’s spirit with unapologetic clarity.

The result is a whisky campaign that swaps seriousness for spontaneity and speaks directly to a new wave of curious drinkers.

We came to Thirst with an almost impossible brief, tight timelines and a long list of must-haves for our new campaign. Not only did they rise to the challenge, but they exceeded it. The team at Thirst is incredibly passionate, collaborative, and truly invested in bringing the best ideas to life. They listen, challenge (positively!), and refine in all the right ways. Working with them was a pleasure, and both the global team and key markets are in love with the new campaign!

Amy MacWilliam – Naked Malt – Global Head of Marketing