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News
Bunnahabhain’s golden quest
Bunnahabhain 12 year old Islay Single Malt Scotch Whisky is launching its first ever global off-trade campaign this month in an attempt to boost the brand’s visibility.
The “Discover the Golden Cork” campaign will launch into nine markets, including the US, UK, France, Germany, Russia, New Zealand, Holland, Belgium and Switzerland.
The campaign is based around discovering the golden cork in a bottle of Bunnahabhain 12 year old. The prize is a "Whisky Adventure of a Lifetime", which is an all-inclusive week’s holiday on Islay in Scotland.
Three new wraps have been designed for the promotion, which retain the basic appearance of the original brand packaging but feature new photographic images in order to maximise stand-out on the shelf.
The back of the wrap details information about the competition printed in English, French, German and Russian, together with the closing date for the competition.
A small booklet is placed within the tube to explain to consumers how to claim the prize.
Support material in the form of an advertising poster, shelf strips and artwork has also been provided. The campaign is also being promoted on the Bunnahabhain website www.bunnahabhain.com.
Katherine Crisp, brand manager for Bunnahabhain, said: “This is an exciting development for Bunnahabhain, being the first global off-trade campaign for the brand and the introduction of the limited edition wraps”.
Alan Lodge, 14.10.2009