Campaign details
Agency: Proximity London
How do you break the rules to win over a highly sceptical audience of whisky drinkers? That was the challenge faced by William Lawson's (WL), a Bacardi group owned whisky brand whose overriding brand attitude is "no rules, great scotch".
Strategy
WL takes a stand against modern social conventions and the pretentiousness of the wider whisky category.
To convey this brand attitude it was necessary to establish the "bar call" of a WL and coke, with a target audience of young whisky drinkers, with little or no awareness of WL.
Whilst conventional rules of...