Bruichladdich Distillery Co.

Services

Strategy
Campaign
Activation

Boosting Brand Love, Relevance and Sales

Create a bold 360 campaign to boost brand love, cultural relevance and drive sales of The Classic Laddie.

On their journey from challenger underdog to global icon, Bruichladdich needed a campaign that could disrupt above the line and convert below it. One that stayed true to their progressive spirit while cutting through a crowded, often overly serious category.

Rooted in the idea Not Your Classic Whisky, the campaign delivered powerful results; 29 percent year on year sales growth, a 4 percent uplift in brand awareness on social (70 percent above benchmark), and new supermarket listings in both the UK and Germany.

While most whisky brands lean into tradition and seriousness, Bruichladdich has always done things differently. With the rise of the joyconomy, we used humour and charm to bring a smile to the whisky aisle and reframe what a modern whisky campaign could be.

Shot by Justin Bettman, each visual told the story of a bold individual, challenging category clichés and celebrating character. The Classic Laddie may be classic by name, but it is anything but in how it behaves or shows up in the world.

From out of home to in store, on trade to online, we activated the brand’s iconic aqua across every touchpoint, bringing boldness, wit and unmistakably Bruichladdich energy to whisky drinkers everywhere.