Forty Creek: Believe in better

Forty Creek, a whisky brand, launched its platform Believe in Better with a hero film to increase sales in Canada and exceed the Ipsos Creative Spark Copy Effect Index norm.

Summary

Research revealed that Forty Creek needed to reposition and introduce a brand new Forty Creek to win over a lucrative and growing segment of whisky drinkers named Social Achievers. Forty Creek wasn't meeting the standards of a young, urban, socially attuned, status-focused whisky drinker (LDA*). Through the combination of quantitative, qualitative, and even immersive research methods, we uncovered the insight: We're not defined by where we started — the choices we make and the actions we take will define us. The insight informed a shared motivation and point-of-view about relentless betterment that inspired our campaign creative. We created a...

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