Over 250 years ago, Messrs. Hankey and Bannister created a superior Scotch blend which was to become a true aristocrat amongst whiskies. Our task was to create a new identity that would give the brand fresh relevance and support distribution in emerging markets. Besides translating across three new international markets – Poland, South Africa and Mozambique, the solution would also need to flex across core audiences in wide-ranging global territories.
We first carried out ‘in market research’ to understand and gain audience insight, which provided us with very different challenges between markets. These findings informed our creative brief and thinking which resulted in us producing 2 sets of creative to meet this brief as well as tailoring our messaging to resonate effectively across groups.
With a new visual styling, brand-defining tone of voice and a high-brow fashion shoot led by Robert Fairer (Alexander McQueen’s photographer) the new look successfully reflected the eclectic mix of street and city wear of young urban males.
The campaign was an experiential in market roll out with Hankey Bannister on trade partners. Our task would be to equip the teams within those markets to bring the characters and campaign to life with an all-encompassing toolkit.