Strategic creative agency Southpaw has developed a new creative platform for single malt brand Benriach, ‘A World of Flavour’ to drive awareness and penetration. In what is a first campaign for this revived single malt brand, Southpaw has created a confident, celebratory launch to the whisky world, and one that does so with a distinctive new narrative.
Niki Macartney, Southpaw strategy director, said: “This is an increasingly competitive and crowded category which required us to carve out a creative proposition that was meaningfully distinctive. A powerful human insight married to a powerful brand truth gave us an exciting platform; our audience are shaped by the experiences they gather throughout their lives and this whisky is no different – it is also shaped by the vast range of multiple eclectic casks it’s matured in and the experiences it has throughout its life.”
The fully integrated campaign created with photographer Jonathan Knowles can be described as a ‘beautifully told deconstruction of what we are made of’. These stories are told through a brand film, social content, tasting videos, website, press, out of home and retail.
Creative director, Glenn Smith, added: “The whisky world has an age-old challenge with appearing fresh and innovative. With Benriach, we took that challenge head on to create a campaign filled with colour, energy and dynamism, while respecting the brand’s heritage and those all-important whisky cues. The result is a creative platform that offers layers of discovery the more you explore it - exactly the same way Benriach offers layers of flavour the more you explore it.”
Andrew Watson, global marketing manager, concluded: “In Southpaw we found the perfect partner, who was able to understand the complexity of this new portfolio of single malts. Through great collaboration and their creative vision, we were able to find the right strategic and creative platform to relaunch the brand. Southpaw knew that it was important to appeal to the senses, to bring to life the taste without tasting it and this was achieved through their work with Jonathan Knowles. They have given us a great springboard to reach new audiences – we’re looking forward to the future.”
The new Benriach range will become available in global markets gradually from September 2020.