Triple Matured
Whyte & Mackay is a whisky brand with a rich history, a strong heritage and established brand perceptions (both good and band) north of the border, but is still relatively unknown in England. Our challenge was to help drive growth across the entire UK by building the brand’s story into a compelling, consumer facing brand strategy and communications platform.
Our research showed us that our target audience (mostly male 40-55 year olds) are perpetually looking for smoothness: smoothness in the whisky they drink, smoothness in the brands they connect with, and smoothness in the way they choose to live their lives. Luckily, Whyte & Mackay felt like they had discovered the secret to smoothness. It doesn’t come from age, like many might suggest, but from maturity. The same is equally true for life, as it is for whisky. It is why we mature our whisky 3 times (once more than the others) for a richer, smoother taste. And it is why people with a more mature outlook (regardless of their age) can have smoother, richer tastes in life. Maturity represents a perfect blend between a smoother whisky and a smoother way to live. And this can seamlessly tie the brand’s intrinsic and extrinsic qualities together with our audience’s values…
Third Time Smooth. A celebration of our unique product USP and unique brand point of view. Not only did we create an integrated advertising campaign that was humorously centred around the 3rd maturation making all the difference, but we used the strategy to develop Whyte & Mackays first ever brand book. We defined a new mission, vision and core values from the ground up. We also cemented our differentiating brand beliefs and our unique personality as a result of the process. Finally we created a new look and feel that could drive genuine distinctiveness in the blended whisky market. Together we created a powerful brand built out of a genuine point of difference, that can continue to grow across the whole of the UK.
