The heart of it
Ardbeg isn’t for everyone. In fact, this feisty Scotch whisky unapologetically celebrates its polarising flavour profile. Those who choose its peaty punch do so ardently, almost religiously. So when you have a small budget to make a big impact on Father’s Day, you need a bold solution that packs just as much punch for your promotional buck as it does for the palate.
Client
Moët HennessyExpertise
Creative ConceptShopper and Promotional Strategy
KV Development
Campaign Rollout & Production
Sourcing Prizes
Behavioural Insight
Navigating the whisky aisle can be overwhelming with various brands, countries, ages, cask finishings, and tasting notes. For non-connoisseurs, this often results in Decision Paralysis, leading to default choices, herding behaviors, or ultimately walking away.
Solution
Offer shoppers a compelling gift-with-purchase: a bespoke BBQ rub inspired by Ardbeg’s bold flavours. Available during Spring, coinciding with the resurgence of backyard BBQing and Father’s Day. We boosted visibility with custom counter displays and bottle glorifiers. Shoppers simply had to buy a bottle of Ardbeg Wee Beastie at participating stores to claim their free BBQ Rub.
