Freshwater was asked to reach out and engage with a younger, male whisky drinker; following the successful launch of new, peaty Single Malt Whisky - Smokehead.
We worked with a number of high profile bars in the key regions of Edinburgh, Manchester and London to develop a range of exciting new Smokehead-based cocktails. Building on the brief to position Smokehead as the whisky choice for rock lovers, we instigated associations with iconic rock brands such as Classic Rock magazine, London’s High Voltage Festival and the Classic Rock Roll Honours Awards. We also partnered with Marshall Amps to find the ‘Ultimate Rock Band’ utilising social media channels such as Facebook and Youtube.
We secured more than 20 features in key consumer titles within the first six months of launch, and have since gone on to appear in over 200 publications such as Mixmag, FHM and the Mail on Sunday’s LIVE magazine.