Launching a straight-talking single malt duo.

Aerstone launched as a new entry-level single malt whisky with a unique proposition: two bottles, two flavour profiles — one smooth, one smoky. Our brief was to bring this to life through a compelling and distinctive campaign platform, an ownable tone of voice and a launch toolkit with guidelines and assets for the UK and French markets.

With no pre-existing asset library to work from and modest budgets, the creative and production challenge was how to bring this to life in a way that feels premium enough, resonates with the target audience, and stays true to the brand platform of Straight Talking Single Malt?

Our solution: embrace high-quality stock imagery paired with well-crafted copy and animation, and collaborate with micro-influencers to create authentic lifestyle content — enabling the brand to build a varied, ownable visual library without high costs or long lead times.

Working closely with William Grant & Sons, we successfully launched the brand and went on to produce ongoing content and campaigns across social, digital, and retail.

I led the production of all deliverables, including:

• Creative concepting and development - defining the campaign platform, TOV

• Paid & organic social content - Embracing animation, stock and copywriting to compliment the brand TOV

• Lifestyle imagery - Briefing & obtaining lifestyle shots from micro-influencers

• Bespoke Microsite & ASDA activation - Concepting, UX, design, build, testing and deployment of a campaign microsite challenging shoppers to take a quiz to see if they have a smooth or smoky type of personality. I also oversaw the production of in-store POS driving users to take part, and the compeition mechanics (prizes, winner selection, legals etc)

• DOOH placements - Various D6

• Display - Web banners

Role: Lead Producer

Agency: Tommy