• We set out to sell the new expression initially to our CRM database.

• The campaign began with an HTML email, unbelievably long in length.• It features a jenga-like tower of peat briquettes, asking: How much peat can you remove from Ardbeg before it loses its perfect balance?• Clicking through to www.ardbeg.com/blasda allows you to play the game, send to a friend and crucially buy a bottle.• The game - 'a tricky game of tipple toppling' involved physically removing blocks of peat from the stack encouraged by two distillery workers, familiar to the audience.