Whyte & Mackay unveils ‘Surprisingly Smooth’ ad

Emperador has launched a new advertising campaign for Whyte & Mackay blended Scotch whisky in the UK, called Surprisingly Smooth.

Whyte & Mackay has launched a new campaign in the UK, called Surprisingly Smooth

Designed to drive sales and awareness in the build up to the Christmas period, the campaign aims to highlight the brand’s category USP of triple maturation after research unveiled this was a “positive motivator” for consumers.

“In April we launched a new visual identity for Whyte & Mackay which brought to the fore our unique triple maturation process which we believe gives our whisky a smoother richer taste,” said Steven Pearson, global marketing director at Whyte & Mackay.

“We are pleased to now be revealing our new Surprisingly Smooth creative which promotes the brand’s USP in a considered surprising way.”

Advertising agency BJL created the advert in collaboration with animal photographer and digital artist Tim Flach.

The campaign will be presented in still and animated formats throughout the UK, including high-impact digital out of house and static adverts, plus a specially-composed cinemagraph that will run until the end of 2015 with plans to extend the roll out in 2016.

A PR and digital campaign courtesy of Wire Media and the Whyte & Mackay communications team will support the campaign.