DIAGEO wanted to become the market leader in single malts in global travel retail, but their brand The Singleton was relatively new to the party compared to the well-established Scotch whiskies and their Gardens of Abundance range was a brand-new offering.
Our challenge was to leverage this product innovation and the unique opportunity the travel retail experience offers with an innovative omnichannel campaign that drives breakthrough growth.
The range was designed to speak to a growing cohort of younger drinkers who were less familiar with whisky but intrigued by its endless flavour possibilities.
These drinkers are discerning, modern global voyagers. They recognise that living fully is about taking the time to deeply enjoy the single moment you’re in. They recognise the value of truly discovering the joy that whisky has to offer, making time for true pleasure and immersing in the experience.
The more unique and enjoyable the experience, the deeper and more memorable the sensation will be. It was this principle which inspired us to celebrate a single moment immersed in the Gardens of Abundance.
‘Waves of Flavour’ was our manifestation of that moment – a moment made possible through layers of exquisite flavour coming together in harmony to create a unique multi-sensorial expression of pleasure.
The omnichannel launch saw our suite of assets stretch across the customer journey—from awareness-driving social ads and OOH—to a multi-sensory brand experience and POS centred around tasting and gifting.
Outstanding reaction to the creative (Kantar Creative Impact Testing 2024)
In Hong Kong, 50% of those who sampled The Singleton purchased
Only just launched across global markets, so watch this space
