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Scottish Leader launches ‘afro-optimistic’ campaign

Blended Scotch whisky brand Scottish Leader has partnered with photography blog I See a Different You on a new “afro-optimistic” campaign designed to celebrate South African culture.

Scottish Leader has partnered with blog I See a Different You on an “afro-optimistic” campaign

I See a Different You was founded by Innocent Mukheli and Vuyo Mpantsha in 2011, created to show a different side to their home town of Soweto.

Now, Glen Scotia and I See a Different You will work together to create visual assets and networking opportunities for the brand, while depicting the “reality, vibrancy and essence of township lifestyle” in South Africa.

The campaign kicks off this month (February) with an out-of-home billboard campaign, produced in collaboration with FCB Cape Town.

As well as outdoor advertising, the partnership will offer numerous brand-related activities throughout 2018 in South Africa, including launch parties, a digital photography drive, and regular social networking events, details of which will be revealed in due course.

Consumers are encouraged to take part in the campaign on social media using the hashtags #ISeeANewPerspective and #NewPerspective.

Meryll Stocks Roos, marketing spokesperson for Scottish Leader in South Africa, said: “The I See a Different You philosophy beautifully mirrors the Scottish Leader ethos of viewing things from a new perspective to discover richer possibilities.

“It therefore made sense for us to team up and intensify the expression of a shared narrative, while at the same time promoting the three seductively sweet, smooth, rich and smoky Scottish Leader variants that sell in South Africa, including Original, Signature and 12-year-old.”

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