World of Whisky

Brief

The World of Whisky campaign was developed to celebrate whisky, drive trial, and ultimately increase market share. The campaign had three key objectives: to reposition whisky as approachable, versatile, and mixable – breaking away from traditional stereotypes; to drive sales through engaging, educational storytelling; and to attract a younger, more diverse audience, including women.

Execution

The World of Whisky page featured a suite of video-led content, including ‘How to Drink Whisky Like a Pro,’ mythbusting segments, nine featured whisky tastings, and a range of whisky cocktail recipes. A POS suite transformed stores into discovery zones, featuring A0 posters, wall bay dressings, QR code-linked tear-off recipe pads, and floor displays that brought the campaign to life.

Outcome

The campaign achieved over 35,000 interactions and 12,599 page views, with an average time on page exceeding 1 minute and 10 seconds. Video content generated 72,377 plays and drove 1,951 click-throughs to the digital hub, reinforcing the journey from inspiration to action. World of Whisky Strategy Content Concept Design Print Digital

Finalist: YouTube - NZ Marketing Awards 2025