Beverage/Spirits Social Media Strategy & Marketing

Cutty Sark Scotch Whisky

The creators of Cutty Sark Scotch Whisky believed in a new style of whisky – one that blended only the finest malt whiskies was naturally light in color. The brand was created to be brave, creative, and groundbreaking. And since its conception in 1923, Cutty Sark Scotch Whisky has had the nerve necessary to seize golden opportunities without a second guess, and stand by their convictions with no apologies. Vigor helped Cutty own that voice and created marketing and social content that spoke to new followers and drinkers.

Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising

Challenge

Cutty Sark is your grandpa’s Scotch whisky. At one time, Cutty Sark was the best-selling Scotch whisky in the U.S. and was the first Scotch to hit 1 million cases. But that surge of fame was years ago. These days, an entire generation of drinkers passes by the classic green and yellow bottles without a second glance, opting for more familiar whiskies, not knowing the legendary story and taste that sits on the shelf. Cutty and Vigor’s challenge was to tap into a new target of young urban creatives across social media and increase brand awareness to consumers and influencers.

Key Insights

  • Our target consumer, a 25-34 year old male, is a young urban creative with an affinity for music and blunt wisdom.
  • Our target audience typically scrolls through their social feeds on their phones and are active on almost all social platforms
  • Cutty is an easy drinking product, mixable and light
  • The brand’s presence is in urban area where trends are born, spread and flourish
  • Cutty is at home in bars where real friends go to create legendary nights

Solution

The first step in revamping an almost century old Scotch whisky brand was to give it a fresh look and feel leading with a tone of voice that challenges the norm. Vigor developed a tone of voice that perfectly embodied the bold, never-coddling attitude that Cutty Sark represents, then crafted a look just as gritty and indelible.

Through boosted social content and point of sale marketing strategies we appealed to a younger target that appreciates our dedication to telling them how it is while offering them a damn good whisky.

We created several on and off-premise activations including value added packaging, retail displays, coasters, napkins, truck wraps and more that clearly expressed Cutty’s new bold tone.

Date

2014-2016

Format

Spirits, Scotch, Whisky, Whiskey

Team Size

Client: 3  / Vigor: 7

Location(s)

Nationwide

Cutty Sark Scotch Whisky shelf talker design on premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design on premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark scotch whisky branding and social media marketing
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising
Cutty Sark Scotch Whisky shelf talker design off premise marketing advertising

Results

  • 5.3% follower percentage increase on Instagram
  • 7.2% follower percentage increase on Tumblr
  • Increased the average engagement rate per post on Facebook by 4%
  • Increased average like per post on Instagram by 2.3%
  • Launched a new Twitter handle which became a verified channel and garnered over 1K followers in the first 3 months