Our intended message exceeded the scope of traditional TV advertising. We needed to take our time and reveal the intrinsic values of these scotches to our consumers so they could fall in love with them again.

Thus we created 'episodes' that together formed a TV series: 'Scotland From Home' with its fictitious host, Bruce Campbell. These 'episodes' were flighted as content, instead of in ad space, which allowed us to tell a story about the intrinsic qualities of our whiskies, in a memorable and entertaining way.

Our 'Scotland From Home' campaign was a resounding success. We were able grow a loyal fan base and turn our character 'Bruce Campbell' into a brand icon. The result is that the average viewer developed a closer relationship to these brands and became far more knowledgeable about the whiskies in question. The audience's take-out that 'great whiskies are worth paying that little bit more for' was evident in increased sales figures of 30% across the range during 2010 and in particular a 46% increases in sales of Johnnie Walker Red Label.