ANCNOC: KEEPING GOOD WHISKY IN STYLE

 
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WINNER

CONSUMER LAUNCH CAMPAIGN OF THE YEAR AT PR WEEK GLOBAL AWARDS

PR CAMPAIGN OF THE YEAR AT ISC AWARDS

 
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The Head-Scratcher

How could we help boutique whisky brand anCnoc recruit the next generation of style conscious Scotch drinkers? 

 

The Idea

We partnered with contemporary Saville Row tailor and BBC’s Great British Sewing Bee ambassador, Patrick Grant to design a striking print for the brand. This then appeared on a limited edition bottle (allowing us to increase RRP) and was also transformed into anCnoc inspired pocket squares for London Fashion Week. 

 

The Result

Our strategically spot-on fashion collaboration and multi-layered media strategy impacted on awareness and the bottom line. 

  •  anCnoc’s main retailer sold out within 5 days

  • Targeted sales were smashed by 77%

  •  78% of the target audience who had seen coverage would be more inclined to buy 

  • 116 pieces of coverage including 6 national pieces (The Times, Daily Express, The Independent, The Scotsman) 

  • 92% of coverage had a direct call to action to buy the bottle

  • Independent post-campaign research showed 1 in 6 25-34 year olds saw the coverage

 

From the Heart…

“Tin Man has managed to deliver what we’ve been struggling to do – target a new type of consumer who hadn’t previously considered drinking Single Malt. For the first time we’re seeing growth in the 25-34-year-old age bracket,which is essential for establishing the next generation of whisky drinkers.

Tactically the team not only delivered an exemplary campaign which met all our objectives but continued to consult on anCnoc as a brand over and above the PR launch. The approach was holistic, strategic, creative and effective. To say we’re pleased with the results is an understatement.”

 Stephanie Allison, Brand Manager, anCnoc

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Mandy Sharp