How we delivered a non-traditional brand positioning campaign for a non-traditional brand
Though its creation in the 1960s is relatively recent versus other whisky distilleries, Deanston’s history is just as rich. With a story that begins with a former cotton-mill-turned-whisky-distillery, the Deanston brand is well-known for its innovative approach to making whisky. Put another way, Deanston is a non-traditional brand that produces a non-traditional whisky.
The Brief
Deanston had already developed their new brand objectives but required some guidance on their brand positioning.
We worked collaboratively with their team to build this new position. Then, in order to capture and effectively communicate the essence of the Deanston brand, we shot a brand film and created a bank of engaging content to be used for a multi-channel brand positioning campaign.
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core social channels
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focus markets
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key purchase drivers
Marketing Strategy
To kick off the campaign, we developed a brand execution strategy that set up Deanston for long-term growth. This meant analysing audience insights to create target personas and an in-depth customer journey map that would impact the execution of the campaign. We also created a 12-month roadmap, including quarterly content strategy, planning, and measurement.
Creative Direction, Film Production & Photography
Our content production team spent two days at the distillery and in the local area in order to capture the essence of the Deanston brand. First, we created a hero brand positioning film, which explores the heritage of the brand and the people who make their whisky what it is.
From the brand film, our content production team then created multi-channel assets to be used across the campaign. Including video cutdowns and photography, these assets formed a bank of content which lasted throughout the duration of the campaign.
Tasting notes short films
We wanted to break the mould when it came to delivering tasting notes, so we created short films for each of Deanston’s core range whiskies and overlaid animated typography, just to jazz them up a bit.
Design
Altogether, our content production, design, and marketing teams created 112 assets for the campaign, which were tailored for maximum impact across various social media channels and key audiences.
