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Bruichladdich launches ‘Not your classic’ campaign
Rémy Cointreau-owned Bruichladdich distillery has launched a campaign which looks to challenge traditional preconceptions around whisky.
The new campaign for Bruichladdich’s The Classic Laddie single malt aims to ‘challenge the traditionally serious cues of the whisky category’, implicating that the expression’s appearance and taste are far from classic.
It was made in collaboration with creative beverage specialist Thirst.
Gareth Brown, global marketing director at Bruichladdich Distillery, said: “Bruichladdich’s The Classic Laddie is already known for its distinctive look and attitude. Our bottle and packaging encapsulate everything we represent as a single malt Scotch whisky brand – embodying our positive, purpose-driven philosophy and mission to challenge convention within the whisky industry.
“We’ve always gone against the grain when it comes to The Classic Laddie. Our aqua bottle stands apart on back bars and in shopping aisles, and the ‘Not Your Classic’ campaign is an extension of this progressive, playful nature. Consumers are looking for conscientious brands that are not only sustainable and socially responsible but also reflect their appetite for joy and delight.
“People are at the heart of everything we do at Bruichladdich, and the campaign reflects the accessibility and fun at the heart of our brand.”
Matt Burns, executive creative director and co-founder at Thirst, shaped his vision for the project, adding: “We found ourselves questioning when we last smiled in the whisky aisle, and the answer is probably never.
“It’s a sophisticated, conservative category and can often feel inaccessible to new audiences. Whilst there have been some positive movements with the recent whisky renaissance, this serious attitude still pervades the category.
“As a true pioneer and changemaker, Bruichladdich is perfectly positioned to challenge this status quo. So, the question then became, how can we offer a bolder, more playful and unexpected choice to whisky drinkers everywhere?”
The campaign launched this month across social channels, with a full through-the-line campaign and on- and off-trade activations rolling out in all markets.
Changing the attitude
The campaign seeks to bring a more playful, tongue-in-cheek tone of voice to the industry.
“We wanted to speak to the consumer in a way they’d never been spoken to before”, said Burns. “Empowering them to experiment with whisky in new and exciting ways that feels right for them.
“Together with Bruichladdich, we’re on a mission to demonstrate to the industry that there is another bolder, more enjoyable way that whisky can behave – and that starts with celebrating the innate unconventionality of all drinkers.”
The campaign centres around three ‘irreverent heroes’: outlook, attitude and thinking – each challenging preconceptions of what a ‘typical’ whisky drinker looks like.
Working closely with Los Angeles-based photographer Justin Bettman, the three characters were brought to life using Bettman’s unique cinematic style. The scene décor featured aqua hues, while hidden ‘Easter egg’ elements were incorporated to introduce Bruichladdich’s core identity in layers.
Bettman said: “I was very excited when Bruichladdich and the Thirst team reached out to me to help bring the ‘Not your classic’ campaign to life as it felt fresh and new, disrupting a conventionally ‘safe’ category.
“I was briefed to help create three unique characters and their worlds as they experience moments of joy in unexpected ways. After a lot of fun brainstorming sessions and careful consideration, I’m really happy with where we landed with our casting, custom in-studio set design, lighting and wardrobe for outlook, attitude and thinking. For me, it is the perfect balance of quirky and relatable.”
In 2020, Bruichladdich became one of the first distilleries in the world to be B Corp-certified, including the first gin and whisky distillery in Europe.
Some of the latest innovations from the distillery’s The Botanist Gin include cask-aged and rested gins, and an expression bottled at 50% ABV.
Earlier this year, Bruichladdich launched its Luxury Redefined range with an 18- and 30-year-old single malts.
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