Less Waste, No Less Whisky
DeliverablesCampaign Strategy, Campaign Messaging, Campaign Identity, Brand Activation
Conceived, distilled, matured and bottled on Islay, Port Charlotte is known as the alternative Islay whisky. So when they decided to question premium whisky category conventions and ditch secondary pack across their entire range, it was a bold move but one true to their revolutionary spirit.
Despite being the right thing to do - saving 1.1kg of CO2 emissions per tin - the move risked impacting appeal and stand out at shelf. So our task was threefold: communicate the change positively to engage consumers in global markets; bolster stand out at shelf; do it in a distinctly Port Charlotte way.
The result? A punchy line paired with a clever device, turning our negative space into a boldly positive beacon to shine at shelf. Showing there’s less waste, but no less whisky, this tactical campaign made a big impact about reducing Port Charlotte’s impact.