It takes balls to turn a B-brand into a respectful A-brand capable of taking on the big boys. Luckily, such a feat is all in a day’s work for the Highlander, the universally recognised symbol of William Lawson’s whisky. A Grand Effie Award and a 73% increase in market share is, in any case, all the proof we need.
Ten years ago and the market was growing a little tired of whisky. Its old-fashioned image needed some serious dusting off in the face of rum and vodka brands that were stealing more and more of the limelight. Needless to say, Bacardi-Martini felt it was time to stir things up a bit and add a little spice to the mix.
What we did.
Choosing for a long-term brand awareness campaign took some guts. All the more reason why the resultant campaign’s central figure – the Highlander – turned out to be the perfect choice. Bare chested, clad in little more than a kilt and exuding a presence that needs no explanation, the Highlander refuses to be bound by society’s rules. And thanks to over a decade of consistent and efficient branding, choosing William Lawson’s has now become synonymous with choosing your own path in life.
What we got.
Ten years on and William Lawson’s can truly lay claim to a place amongst the A-list brands. It has increased its sales volumes by more than 50% and succeeded in converting around 73% of the market to the cause. A remarkable achievement that was recently recognised with a Grand Effie Award, the highest accolade for a long-term campaign that excels in its consistency and efficiency.