Beverage/Spirits Marketing Activation

Cutty Sark – Repeal Day 2015

Cutty Sark Scotch Whisky is beloved in Scotland, and America’s love affair with the brand had an equally auspicious beginning. It was smuggled by the legendary Captain Bill McCoy during Prohibition era, whose notoriously authentic goods gave rise to the expression “the real McCoy.” It wasn’t like other whiskies; it’s easy drinking, easy mixing, and a smooth and light blend of the finest malts in the business.

Cutty Sark scotch whisky marketing social media campaign by Vigor
Cutty Sark scotch whisky marketing social media campaign by Vigor

Summary

On December 5th, 1933, the 18th Amendment was repealed and Prohibition was over. December 5th became known as Repeal Day, and because there’s no better way to celebrate the end of the dark days than with the whisky that witnessed it, Vigor helped Cutty Sark Scotch Whisky tell its story and become a pivotal part of the Repeal Day conversation.

Challenge

Cutty Sark’s challenge was to highlight a holiday that is relatively unknown among drinking age males and do so in a way that positions Cutty as the key influence in the conversations surrounding the original drinking holiday on Tumblr and other social media platforms.

Key Insights

  • Many didn’t realize there was a key drinking holiday they were missing out on.
  • Even more people didn’t know there was a Scotch Whisky that was around when Prohibition ended.
  • People enjoy learning about the history of alcohol and the culture of Prohibition-era America.

Solution

Vigor created excitement and brand awareness around Repeal Day by utilizing Cutty’s Tumblr page as a Repeal Day Hub – filled with original, curated and re-blogged content that helped visitors properly enjoy the anniversary of Prohibition’s demise. Social posts drove fans to the Tumblr page as well as encouraged social conversation and interaction with the brand.

The Repeal Day Hub began as an extension of a Repeal Day Kit we created for on-premise purposes in our key markets. The hub hosted on Tumblr would push into social media and extend to everyone, not able to participate with the on-premise activation in our key market cities. Sponsored social posts ran throughout the weeks prior to Repeal Day capturing the attention of not only Cutty followers, but those interested in the Repeal Day holiday, whisky, and Prohibition.

With a result objective of click-throughs, Cutty Sark saw a reach of over a million with an average cost per result across platforms of $2.62 and over two thousand total click-throughs.

Date

2013

Format

Fast Casual, QSR, Quick Serve

Team Size

Client: 4  / Vigor: 4

Location(s)

Greenville, SC

Cutty Sark scotch whisky marketing social media campaign by Vigor
Cutty Sark scotch whisky marketing social media campaign by Vigor
Cutty Sark scotch whisky marketing social media campaign by Vigor