Cannes Lions

THE CLASSIC MALTS OF SCOTLAND

EHS BRANN, London / DIAGEO / 2003

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Overview

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Credits

Overview

Description

A mailing ‘starring’ a CD-ROM which provides comprehensive information, including a 20-minute video presentation called ‘Teaching Your Tastebuds to Talk’ to help viewers recognise different ‘signature’ aromas and tastes in the Classic Malts.

Front cover concept deliberately avoids clichéd whisky marketing images and phrases – instead it invites curious drinkers to re-examine what the whisky in their glass tastes and smells like.

Designed to appeal to identified personality traits within the target market: intelligence, wit, a willingness to experiment.

Outcome

This mailing is part of an ongoing CRM programme responsible for 30% brand growth amongst members.

CLIENT QUOTES“... An excellent piece of work.”Nick Morgan, Global Marketing Director, Premium Malts, Diageo.“Some of the best work I have seen ... engaging, well put together, intimate, i.e. not pompous, well targeted pitch for the perceived customers.”Mike Nicolson, Distillery Manager, Royal Lochnagar.CONSUMER QUOTES“Your CD-ROM impresses me so much ... the German translation was excellent and the French brilliant.”Dr Wolfgang Deninger, Germany.“Everyone at the Inter Whisky Festival in Switzerland was saying how good it was ...”Charlie MacLean (whisky writer).

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