Challange
Cutty Sark Whisky sought to rejuvenate its brand by reaching a younger audience. The primary goals were to align the brand with an active, adventurous lifestyle, drive awareness, create a substantial amount of content for social channels, and encourage product sampling.
Solution
The central creative idea was to build an activation vehicle leveraging the popular trend of converting Mercedes Sprinter Vans into camper vans. The van was outfitted to become the ultimate adventure vehicle, traveling the country to make stops at surf shops, music festivals, surfing competitions, and other relevant events. A brand ambassador spent over 200 days on the road, sampling the product and capturing a vast amount of content for social media. LYRIC's main strategy was to use these travels and live events to forge meaningful connections with consumers, capturing content for platforms like Instagram. Music was integrated into the campaign by activating at music festivals such as SXSW, further embedding the brand within the adventurous and lively culture of its target audience.
Outcome
The campaign achieved impressive results: - Over 200 days on the road
- 100 event days activated
- 125,000 event attendees
- 18,000 samples served
- Over 1,000 pieces of content produced for social media
