anCnoc: Because good whisky never goes out of fashion. PR Campaign of the Year – ISC Awards 2016

When boutique whisky brand, anCnoc, wanted to recruit the next generation of style conscious Scotch drinkers (without alienating its older fans) we developed an award winning, strategically spot-on, creative fashion collaboration, with target audience participation and a multi-layered media strategy.
We wanted to amplify the brand’s positioning of ‘A Modern Tradition’, build brand exposure amongst 25-34 year olds and deliver maximum value from the limited liquid stock available.
So, we aligned the brand with contemporary Saville Row tailor and BBC’s Great British Sewing Bee ambassador, Patrick Grant – who designed a striking print which appeared on a limited edition bottle and also transformed into anCnoc inspired pocket squares for London Fashion Week. All significantly helping bring anCnoc whisky into the world of style and fashion.

The results…

– 116 pieces of coverage
– 93% included a direct call to action to buy a bottle
– The 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 anCnoc Single Malt Scotch Whisky
– Voted best PR Campaign at ISC Awards and shortlisted for various other industry awards

Cue a happy client, a chuffed team and more briefs for Tin Man.

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