Cutty Sark Scotch Whiskey
15/08/16

Cutty Sark Scotch Whiskey

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
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Cutty Sark – Repeal Day Campaign
15/08/16

Cutty Sark – Repeal Day Campaign

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
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