The stuff of legends

When we started working as a drinks agency with Bowmore, it was the 9th ‘best-selling’ single malt. With growing supermarket power and a real battle for facings, the legendary brand stood more chance of being de-listed than delighting new customers.

Following the launch of our iconic ‘Legends’ campaign, Bowmore rapidly became the No1 selling Islay Malt – a must-stock for supermarkets and specialists alike.

The campaign – across outdoor, press and online – successfully differentiated the brand against its competitors. This was a toally new, ‘cinematic’ take on the category that appealed to more sophisticated, less price sensitive drinkers. Like Demi Moore.

And the trade drank it in too. Distribution to supermarkets increased from 33% penetration to 74%. And, unlike the competition, this new positioning helped avoid savage price promotion. The average retail price of Bowmore in 1997 was £12.97. By 2001, it was £18.22 – when average market prices had dipped by 3%.

As a result, the brand enjoyed a virtuous circle:

– Brand awareness increased from 10% to 27%
– Volume sales increased 25% over 3 years
– Sales value increase of 51%

We estimate that, for every ad pound spent, the brand generated incremental sales of £5: an ROMI of 500%. Along with numerous creative ‘gongs’, the campaign won 2 Gold Effies in the IPA Awards.

So, if you need evidence for a drinks advertising agency that creates cask-strength creative that also protects profit, Bowmore Single Malt Whisky is about 56% proof.