The Challenge: How do you connect younger drinkers to a 195 year-old whisky brand in a way that isn’t cringey or jumping on a bandwagon?
The Approach: We focussed on what made Talisker authentically different to other whisky makers - their deep passion and respect for the sea and wilderness around them, a quality our research showed Millennial drinkers also cared about. So we built bars in remote locations to become the breathtaking backdrop for a series of inspiring talks by like-minded wild spirits who shared their stories of working for, and with, nature.
The talks covered diverse topics like foraging edible coastlines, microplastics and even becoming an ocean guardian.
The Results: 40% view through rate
11% higher engagement rate vs. previous Talisker campaigns
Econometric attribution showed the campaign created an uplift in online sales
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