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
no responses
Goldstar Vodka
12/06/16

Goldstar Vodka

Beverage Branding & Advertising

GoldStar Vodka

An Army Ranger veteran sought to elevate the positioning and style of his startup vodka brand. With a focus on giving back, and doing good for gold star families and their vets, this brand was already getting the attention of national publications. Vigor was tasked with crafting the positioning and design for their first nationwide advertising campaign.

Gold Star Vodka branding and package design advertising

Challenge

  • Create a look that told the brand’s story of military tradition, without breaching subject of mental illness
  • Refine existing brand into a unique, professional look that would compete on the same level as larger brands

Key Insights

The vodka market is rampant with all sorts of brands, but none so dedicated to the well being of armed forces as Gold Star Vodka. Most brands lean on the clarity of liquid to showcase the purity of the offering, but Gold Star doesn’t sell based on quality. The liquid speaks for itself. Instead, the brand needed to own their stance on giving back to our soldiers and their families, while establishing a gritty persona that would connect with the masculinity.

Solution

 

Although tasked with creating an ad specifically for Playboy magazine, our team was inspired by the brand and it’s founder. After assessing the brand’s identity and packaging design we could see there was a need to elevate the look to better tell the story.

Our solution started with a custom typographical treatment and a new approach on the “gold star.” The new star is a celtic inspired knot that nods to the founder’s roots while communicating the brotherhood of Army Rangers and other armed service people.

The angular typography informed other typographical decisions, while traditional armed forces iconography and imagery informed the overarching design aesthetic. For the packaging, this aesthetic is seen in it’s purest form where the strong typography is designed over the gunmetal black bottle.

The slogan, “Conquer the Night” was crafted to instill the sense of attitude for the quintessential Gold Star man. It’s chock full of swagger and style without being flashy and over the top. It’s confident and makes no excuses. “Conquer the Night” became the underlying driver of inspiration for the advertisement which ran across numerous issues of the renowned publication.

Date

2016

Format

Craft Spirits, Vodka, Distillery

Team Size

Client: 3  / Vigor: 2

Location(s)

USA

Gold Star Vodka branding and identity design
Gold Star Vodka branding and identity design
Gold Star Vodka branding and identity design
Gold Star Vodka branding and packaging design
Gold Star Vodka branding and advertising
Gold Star Vodka branding and advertising design
no responses
Famous Grouse
25/04/16

Famous Grouse

Whisky On Premise & Off Premise Activation Marketing

The Famous Grouse Scotch Whisky

The Famous Grouse is a tremendously popular brand in its home country, but here in the U.S., this celebrated spirit is, well, not so famous. To do this, we banked on a key truth about the human condition: everyone loves to be the find the next hidden gem; the next great classic. Vigor ventured to position the Grouse as an undiscovered treasure – ripe for the hunt – but only by those who deserve its worth.

The Famous Grouse scotch whisky branding and marketing design by Vigor

Challenge

  • Make The Famous Grouse brand famous in the U.S.
  • Drive awareness and purchase consideration of The Famous Grouse family

Key Insights

We knew our target already understood the value of a classic. Whether it’s a record, a car or a quality blended Scotch, they believe that classics are always worth the extra effort in finding them. Hunting down a classic is a testament to their character; it proves they care about integrity, history, authenticity and above all, quality.

Solution

By leveraging our resources for greater market impact and focusing on key growth markets, we allowed our target the opportunity to discover The Famous Grouse through on and off premise creative and social media executions.

For on premise, we developed a number of events that created opportunities for discovery and advocacy by pairing The Famous Grouse with experiences our target already desires like: five course prix-fixe meals from celebrated chefs, complete with a Scotch tasting; a premium suite with a dedicated mixologist at a local sports event; and classic film screenings with specialty cocktails crafted especially for the occasion.

On-premise collateral and off-premise retail displays continued our story of classic discover, by crafting displays that appeared as though they would be more at home in a mahogany-clad study or a used record shop, rather than a liquor store. The design and content of each element was meant to mimic the feeling of uncovering a precious find in a vintage archive.

In addition to our traditional off-premise footprint, we proposed collaborations with retail partners that perpetuate the same values as The Famous Grouse, like Sid Mashburn and Saturdays, to create a curated experience incorporating the Scotch in-store, borrowing equity from brands our target already knows and loves.

To bring the story to life within the digital space, we proposed a film series depicting curators and collectors of cool from around the globe as they set off to unearth the next great classic, and a guerilla campaign with a social component that encouraged targets within our key markets to do the same for the chance to win incredible prizes.

Last, but certainly not least, was our The Famous Grouse Field Guide, which presented itself at each branded occasion, offering our target a handy compendium of recipes and brand history, complete with original illustrations, to reference as they hunt for more classic finds.

Date

2014-2016

Category

Whisky, Whiskey, Scotch, Spirit

Team Size

Client: 2  / Vigor: 6

Area

North America

Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding packaging design
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
Famous Grouse scotch whiskey marketing and branding
no responses