ABOUT

We were approached by The Balvenie to increase consumer awareness of their 12-Year-Old DoubleWood Whisky, and raise significant awareness of the product whilst driving trial to help them build true brand affinity.

The key requirements from the brief were to find a way of explaining that the love of togetherness makes their Whisky real, that it’s much better when it’s shared with others, and to get this point across to a large, yet relevant target audience.

So, how did we get complete strangers, in a high profile public setting, to ‘share a dram’ and have the true Balvenie brand experience?

Well, we designed an immersive pop-up Whisky bar whereby the bar shutters would only open when the seats in front of it were full; our ‘Share to Open’ concept encouraged passers by to sit with their friends, or more interestingly, even invite complete strangers to join them in the experience, and share a Whisky together.

Once the bar shutters were open, a bartender greeted the customers and poured them all a complimentary dram, explaining the Whisky’s handcrafted story, and that it’s love should be shared by everyone.

Now yes, this bar was designed with ultimate talk-ability in mind, but was this enough? The Balvenie made it clear they needed to get the campaign out to the masses after all - so where could we conduct the activity to tick this box? Well, how about one of the busiest, most high footfall train stations in Britain? London King’s Cross.

Reached over 140,721 visitors,
Served over 900 Drams of The Balvenie,