There’s only one original

Bowmore

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Task

Increase consumer awareness of the Bowmore Brand, a single malt whisky from the remote island of Islay.

Insight

There is great whisky kudos in coming from Islay, so to be the first whisky produced on the island is a compelling differentiator amongst our target audience.

Solution

Elvis, James Bond and The Beatles lent a hand to cement the point that there really is only one original Islay whisky.

Our research process included a wholly unnecessary trip to Islay to visit the distillery and ‘live the brand’.

Results

Rather than seeking differentiation in a crowded market for malt whisky, the Japanese owners of Bowmore took a global view and steered the UK Marketing team towards a more traditional creative solution using images of the highlands and breaking waves to convey the Scottishness and authenticity of Bowmore. As a consequence, the ‘original’ campaign never saw the light of day.

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