Consumer Launch Campaign of the Year 2016

M Booth was tasked with ginning up enthusiasm for no-age-statement whisky.


M Booth and The Macallan
A Rare Opportunity: Leading a Revolution in the World of Whisky

This was "highly targeted, highly efficient, and highly effective." That’s how one judge summarized this campaign, which helped drive a double-digit percent surge in sales for The Macallan — manufacturers of Scotch whisky.

For centuries, one number defined Scotch whisky — its age. Whisky volume was predicted to grow 11% in the next five years, but there weren’t enough older casks to meet demand.

That’s why the brand created Rare Cask, a new luxury offering blended from some of the estate’s best casks. The catch? It didn’t have an age.

With research showing the market for no-age-statement whiskies was less than enthusiastic — 90% of consumers believe age is an important indicator of quality — M Booth was tasked with creating an integrated campaign that drove Rare Cask sales, redefining quality to extend beyond age, and engaging a new consumer market.

Leveraging data that showed 44% of all purchase decisions are influenced by word of mouth and social media, M Booth targeted younger drinkers by relaunching its social channels, with Rare as the driving force.

The campaign hit the road with An Evening of Rarities, which introduced media and trade to Rare in key markets. It also leveraged partnerships with social influencers, who promoted the brand through their digital channels.

Results exceeded expectations. Also, product demand after launch was so high, liquor distributors experienced a drought, making the product truly rare. The Wall Street Journal named The Macallan as "leading the charge" in shifting perception of no-age-statement whiskies.

Media efforts garnered 25 million social impressions at launch, Web traffic increased 129% during the same period, and its Twitter followers doubled in just three months.

"This was off the charts," added a second judge. "It was creative, strategic, and achieved great results."

Honorable mention

Coyne and Red Robin Gourmet Burgers & Brews
Red Robin Tries to Rope in the Pope for Lent Promotion

When Red Robin launched its new Wild Pacific Crab Cake Burger during Lent, Coyne leveraged Pope Francis’ likability factor to drum up media coverage for the new menu item by inviting the Pope to eat at Red Robin through Good Friday. If he did, the brand would offer the new burger to guests for free on the remaining Fridays during Lent. The media stunt generated 486 stories and 585 million media impressions. More important, sales of the new burger exceeded forecasts by 20% and Q1 revenue increased 16% over the year prior. "This was a clever use of pop culture," said a judge. "Bold and creative."

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