There’s only one original
Increase consumer awareness of the Bowmore Brand, a single malt whisky from the remote island of Islay.
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.
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’.
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.