Increase consumer awareness of the Bowmore Brand, a single malt whisky from the remote island of Islay.
After-dinner conversations often turn to the serious or topical issues of the day, and this can often be a trigger point for a glass of whisky or something similar.
We chose to position Bowmore as the catalyst for discussion of controversial topics, a campaign idea that would always remain topical as it evolved.
As part of our thorough research process we travelled to Islay and visited the distillery and the local hostelry for an unforgettable night, hic.
This was a powerful creative solution that was loved by Bowmore’s UK marketing team, and would have given the brand ownership and association with key trigger points when late night social tipples are being considered.
Sadly, Japanese owner, Suntory, decided to go with images of highlands, heather and kilts like all good Scottish whisky brands!