William Lawson’s Scotch Whiskey, known for its unique, sweet flavor profiles, presents a bold departure from typical scotch whiskies. First blended in 1889, it is a mainstay on the shelves of purveyors of fine blended scotch brands in countries around the world—except in North America.
MarCom Group was asked to organize a test product launch to evaluate William Lawson’s potential success in the American market. Focusing on the greater Boston market, MarCom prepared a launch strategy that included “out-of-home” advertising and point-of-sale materials.
Creative for the campaign was based on the genuinely bold taste departure it offers scotch lovers. Using a simple tagline, “A Spirit Like No Other”, presented a chance to address both its unique taste and the attitudes of those who should try this new introduction into the market. Provocative headlines and equally provocative layouts made for instantly understandable and engaging customer interaction that invited all to Join the Scotch Rebellion!
