BRIEF:
To raise awareness of Bushmills’ prestige range, ‘The Causeway Collection’ to HNW whiskey connoisseurs, collectors and avid whiskey drinkers across UK and Europe. Key was to do it in an unexpectedly creative way whilst respecting the tradition of the brand as the oldest licenced whiskey distillery in the world
SOLUTION:
Our research across all key markets showed us that the target of entrepreneurial HNW individuals all shared the desire to transition from their busy days to a more relaxed state. With the rise of mindful drinking and mindfulness in general we partnered with Irish actor Colin Morgan to create the world’s first whiskey mediation audio. With a glass of whiskey in their hand to focus on, Colin’s dulcet tones took people on a virtual journey to Ireland and back in time to 1608 helping them to unwind. We launched the audio with media events, tasting experiences and influencer partnerships.
RESULTS:
We exceeded our PR and social KPIs and achieved double-page feature length articles in all key global and country target media titles with 100% inclusion of key visuals, key messages, pack-shots and links to the Bushmills URL.
