Perception pushed inventive company GLOCK has collaborated with long-standing shopper William Lawson’s on an adventurous new marketing campaign designed to place the liquid as an accessible Scotch for everybody to drink and get pleasure from.
Having labored with William Lawson’s to deliver the beloved Highlander from marketing campaign character to centre of pack 4 years in the past, this newest transfer builds on the model mantra of ‘No guidelines, nice Scotch’.
Taking an unconventional method to the design cues of a historically intimidating class, the marketing campaign speaks to a younger demographic, inspiring folks to reside life by their very own requirements and inserting them on the coronary heart of the Scotch dialog.
With an unorthodox but unmistakably straight up, no nonsense Scottish tone of voice, the newest marketing campaign additional challenges preconceived notions of Scotch whisky, in how, when and the place it may be loved.
Whether or not from a fish tank ice bucket, backpack keg or raised animal horn, this newest model expression playfully explores varied William Lawson’s serves, from pre-mixed RTD to tin cans on a tenting journey or completed with eccentric garnishes (assume iced doughnut or rooster drumstick) alongside slogans similar to ‘Drink it your method!’
“For a lot of years, we’ve been on a journey with William Lawson’s to democratise the Scotch class and make it accessible for the youthful era,” says GLOCK Founder, Carsten Glock.
“This marketing campaign is one other step in the direction of attaining this. Nonetheless, for this newest piece, as a substitute of inserting the manufacturers icon ‘The Highlander’ on the centre of the motion, we made the choice to indicate what ‘No Guidelines’ seems to be like in a contemporary context via enjoyable and unconventional visuals, encouraging our viewers to undertake a mindset of dwelling life by their very own requirements.”
