Challenge
Benriach recently announced its brand new portfolio and look inspired by the distillery’s creative heritage. THE CAMPAIGN Our job was to cut through the noise of multiple industry NPI announcements and the growing abundance of virtual events to create a launch that would give the distillery the global attention it deserved.
Solution
We designed and created bespoke sample kits for global media to ensure the new look and liquid caught their attention. Adapting to Covid restrictions, we brought media into the distillery virtually via a two day production of multiple live streamed events. Broadcasting from Benriach’s historic floor maltings, we brought the brand’s USPs to life with a TV show style introduction to the new range and storytelling session of the brand’s history with key figures including Dr. Rachel Barrie.
Results
194 pieces of relaunch coverage to date Secured global opportunities with BBC World Service and Monocle 24 Doubling in size this financial year
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