Consumers are looking to switch from blends to single malts but struggle with choosing ones they like due to knowledge gaps. So sometimes you just need to simplify what can be a confusing category.
Through the sea of sameness, we delivered a new brand platform of the 'Straight Talking Whisky' reducing a complex market with a simple question - smoky or smooth?
Overview
We made Aerstone whisky relevant and relatable by breaking away from tired industry tropes and creating a straightforward, no-nonsense approach to single malt.
Insight
The whisky category is cluttered with complex, intimidating messaging that often alienates potential drinkers. Aerstone’s opportunity lay in simplifying the choice for consumers.
Strategy
Reframe whisky through the lens of simplicity and clarity, empowering customers with a bold, direct question: “Smokey or Smooth?”
Idea
The “Straight Talking Single Malt” campaign:
Stripped away industry jargon to focus on what matters most to drinkers.
Delivered clear signalling with distinct packaging and messaging, giving consumers confidence in their choice.
Built a brand world uniquely Aerstone, setting it apart from the competition.
Execution
A digital marketing campaign across social channels, leading back to a microsite that had customers answer a series of questions to find out if they were in fact - Smoky or Smooth?
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