DESIGN, CONTENT, CREATIVE, EXPERIENTIAL, PR, DIGITAL, CAMPAIGN, TRADE
Taking bartenders out from behind the bar and into the workshop to teach them new craft-based skills.
‘The Makers’ workshops celebrate craft and give bartenders the space and time to develop skills they would otherwise not have the opportunity to learn.
We hosted these events centred around a specific ‘material’ that is the foundation of a particular craft and has natural links to Maker’s Mark. These four key materials were: Paper, Wood, Wax and Wheat.
We took the bartenders from behind the bar and into an alternative space that links back to the material. Bartenders made menus for their bar, decorated barrel heads, created wax stamps and made two types of bread.
The sessions introduced the history of Maker’s Mark by UK Diplomat, Amanda Humphrey, followed by a tasting, demonstration and craft making session with an expert in the field. Finally, there was a show and tell, cocktail tasting, and talk to link the session back to the brand. This section also included guidance on how to take what they had learnt back into the bar.
DESIGN, IDENTITY, CREATIVE, TOOLKIT, DIGITAL, STRATEGY, CAMPAIGN
Creating an iconic malt whisky for next-gen drinkers.
We were tasked with building Auchentoshan into an iconic, lifestyle drinks brand that would project it beyond the traditional malts occasion.
Where you’re from says a lot about who you are, and with Auchentoshan’s roots forged in the in the industrial heart of Glasgow, making it about the city that it’s so proudly from was the perfect way to speak to the new generation of single malt drinkers.
Applying this to a revised master logo and lock up, building an iconic brand world and creating a disruptive serve in the form of Auchentoshan & Ale, White Label created and launched Auchentoshan’s Distilled Different brand positioning.
DESIGN, CONTENT, IDENTITY, CREATIVE, ADVERTISING, EXPERIENTIAL, TOOLKIT, PR, DIGITAL, STRATEGY, CAMPAIGN, TRADE
A multi award-winning content led campaign for a brand that doesn't act like a brand.
Laphroaig is an iconic whisky produced from the tiny island of Islay in Scotland for the last 200 years. It’s a unique smoky, complex liquid that inspires incredibly strong reactions. Love, hate…sometimes both.
Opinions Welcome puts our drinkers at the heart of the campaign by encouraging them to voice their opinions, which they can share with us and with the world through a number of online and offline touch-points. In return, we have celebrated the diverse and interesting opinions shared over the years through competitions, experiential activations, tastings, surprise and delight gifts, and video content, not only adding up to an award-winning campaign, but also double-digit brand growth year on year.
Opinions Welcome Film Content
First for Friends
Our most recent film, ‘A First for Friends’, was built around the insight that you don’t forget your first dram of Laphroaig and that most memorable firsts are shared with friends. In a world of oversharing on social media and no real quality time together, Laphroaig reunited friends at the bar to try the whisky for the first time together. Responses ranged from Laphroaig putting “some hair on your chest” to tasting like a “romantic walk along the beach”, delivering opinions as unique as the friendships.
As with all of the films in the #OpinionsWelcome series a ‘First for Friends’ was 100% unscripted. The opinions expressed in this film are as authentic as the friendships. In doing this we stay true to the core of the brand.
Opinions Welcome Seasonal Editions
As part of our Opinions Welcome campaign, we’ve created a series of content to coincide with key holidays in the US, filming holiday editions in New York and a Christmas Choir version on a wet and windy Islay.
Burn's Night celebrates the poetry and life of Scottish poet Robert Burn’s and is a tradition that Americans are increasingly tapping into. Bringing the art of spoken word, poetry and Laphroaig’s #OpinionsWelcome together, Scottish poet Elvis McGonagall composed his own Ode to Laphroaig which was released for Burn’s Night.
Debate Films: Father’s Day & Thanksgiving
Families are naturally very opinionated and comfortable sharing their opinions with each other—especially when they get together for holidays like Thanksgiving. We filmed two families coming together for this holiday occasion and debating their varying opinions around the divisive liquid that is Laphroaig.
With Father’s Day a key gifting occasion for whisky, it is a natural platform for Laphroaig to explore. In the Father’s Day edition, we celebrated the father/son and father/daughter relationship; capturing opposing opinions of those not afraid to speak their minds!
You can view all of the Opinions Welcome videos created here
DESIGN, IDENTITY, CREATIVE, EXPERIENTIAL, PR, CAMPAIGN, TRADE
Creating maximum impact via brand partnership.
Stolichnaya vodka is an iconic brand, yet it faces stiff competition from other premium vodkas in the UK market.
Ab Fab’s originality reflects that of Stoli and its target audience, as well as having a strong connection with the LGBT community. So, when Absolutely Fabulous: The Movie premiered in 2016, it was only natural for Stoli UK to support the release through a 360° brand partnership campaign.
White Label designed and produced all the artwork and assets to bring the campaign to life, from the initial lock-up through to the Stoli x Ab Fab float for the Pride in London parade where there were 18,629 views on Time Out’s Facebook live stream of the parade.
The creation of the ‘Stoli x Ab Fab’ hub at Freedom bar in Soho was open to consumers for 1 month and we secured cocktail listings in 30 on-trade accounts, with a total of 13,440 cocktails served.
DESIGN, EXPERIENTIAL, TRADE
Imbibe Live - Engaging the trade with a cult classic brand.
The Moshi Moshi campaign was activated through a stand build in a compact 3m by 3m exhibition space at leading trade event, Imbibe Live.
Mirroring the Japanese trend of draught cocktails, we used a draught system for sampling the Tokyo Fizz cocktail, the Midori signature serve.
A focal point on the stand was a GIF booth in the style of a Japanese phone booth which encouraged social sharing via Facebook with a competition to win Midori bar tools. This interactivity meant Midori’s stand was one of the busiest at Imbibe.
DESIGN, CREATIVE, EXPERIENTIAL, PR, TRADE
An immersive orchestral experience pairing Krug with the London Philharmonia.
Hosting an international press day for one of the worlds most revered luxury brands is always a challenging brief. Our task was to create a day of inspiring Krug events for 70 international journalists. Guests were treated to interactive workshops with London based Norwegian salmon smoker, Ole Hansen and a blending session with master tea blender, Alex Probyn, whilst learning about the parallels of these artisanal trades and Krug.
As well as designing and connecting a market stall themed dinner at The Truman Brewery, working in collaboration with French chef Gregory Marchand, we also launched a digital immersive pop up exhibition. This highlighted the parallels between conducting a symphony orchestra and blending Krug Grand Cuvee in partnership with the Philharmonia orchestra. Guests walked around the space sampling Krug Grande Cuvee surrounded by a digital version of the orchestra who were playing Stravinsky’s The Rite of Spring, putting a literal spin on the term ’tasting notes.’
DESIGN, CONTENT, CREATIVE, DIGITAL
Bringing the brand to life against a Glaswegian canvas.
Auchentoshan is a city-inspired whisky, perfect mixed or neat. We took the Glaswegian roots, art and sounds to inspire a film used to tease the launch of Auchentoshan’s Bartender’s Malt: a Single Malt Whisky made by bartenders, for bartenders.
A punchy and fast-paced creative; avoiding stock photography we captured the real Glasgow as a canvas and layered it with leading UK illustrator Ben Tallon’s artwork as an animation. As a malt born in the heart of the city, Auchentoshan dances to a more upbeat tempo than the traditional single malts, no bagpipes here, instead a soundtrack by Glaswegian band White. The asset was used globally as a tease to the launch of one of the most innovative single malt releases in years.
DESIGN, IDENTITY, CREATIVE, EXPERIENTIAL, PR, STRATEGY, TRADE
Demystifying the Bourbon category for consumers.
Bourbon Legends seeks to educate and entertain consumers, while showcasing the wide range of Bourbons available to suit every palate and occasion.
We created a pop-up distillery experience which brought the Beam Suntory small batch Bourbons to life under one roof, with Jim Beam White at the very heart of the activation.
The pop-up toured four European cities in 2015 and 2016, launching in Paris before moving on to Frankfurt, Warsaw and then Barcelona.
Attendees learned about the barrel and ageing process in the cooperage, sampled small batch exclusives in the rack house and learnt about the legendary personalities behind the brands in the ‘Hall of Fame’, before finishing up in the Bourbon Legends Bar. A total of 10,000 serves were made and we had a media reach of 2.5 million, as well as 75 on-trade listings.
DESIGN, IDENTITY, CREATIVE, EXPERIENTIAL, PR, STRATEGY, CAMPAIGN
Creative activation around a single serve strategy.
Briefed to champion the refreshing key serve for Stoli vodka - the Stoli Lemonade, we delivered the Stoli Lemonade Tour, a fully integrated campaign from conception to activation. Our team sampled and sold the key serve from a branded Citroen H van, across 10 iconic, high footfall London locations. We also developed an exclusive Stoli Lemonade Sorbet with Gelupo, to increase consumer engagement using A ‘Tweet for A Treat’ mechanic, offering free sorbet to those who Tweeted using our hashtag #StoliLemonade.
As part of the campaign’s second year, we became the first headline sponsor at the Roundhouse’s ‘Camden Beach’, drawing in 35,000 visitors over 5 weeks.
Throughout the 2 year campaign, we sampled over 40,000 consumers, achieving 15 million Twitter impressions and secured coverage in top consumer and trade titles. The campaign’s successes directly impacted the brand in the UK where brand awareness was up by 13% and a sales increased by 17%.
DESIGN, CREATIVE, EXPERIENTIAL, DIGITAL, PR, CAMPAIGN, TRADE
Bringing Can-archy’ to the UK.
More and more drinks brands, including craft beers, cold brew and nitro coffee, are moving to aluminium can packaging. And now, working with White Label, Auchentoshan has joined this canned revolution.
Focusing on a singular serve strategy to drive awareness and trial, we introduced a ‘crowler’ machine, canning fresh craft beer cocktails for consumers to take away. Disruptive activations in craft beer territory and establishing credible partnerships were key to the success of the campaign.
Launched at Craft Beer Rising 2017, additional activations included London Beer Week and a summer residency at Last Days of Shoreditch.
CONTENT, CREATIVE, EXPERIENTIAL, DIGITAL, STRATEGY, CAMPAIGN
Using technology to allow consumers to engage with Laphroaig’s iconic home from across the world.
Laphroaig is a whisky that has influenced strong opinions from both friends and foes for over 200 years. We know consumers say whatever they like about brands via social media, and we were brave enough to celebrate this.
As part of the Big Opinions campaign, we created a Twitter software API projection tool to convert tweets in real time into projections to be broadcast live onto the iconic Warehouse No.1 wall at Laphroaig distillery on Islay.
In a category full of celebrity, we made our liquid the star and our friends (and foes) became our ambassadors.
A small-scale outreach program allowed us to reach true fans who happened to be influencers, and jumped at the chance to see their opinion in lights on Islay. The campaign resulted in a 660% increase in Opinions submitted to laphroaig.com and 41 million social impressions. It was awarded Social Media Campaign of the Year at the Drinks Business Awards in 2015.
DESIGN, CREATIVE, TOOLKIT, PR, STRATEGY, CAMPAIGN, NPD, TRADE
Taking bartender engagement to the next level and creating a new liquid.
The New Malt Order invites 12 of the most influential global bartenders to Glasgow, home of Auchentoshan, and gives them the training, knowledge and expertise required to blend a new expression of Auchentoshan. The result? The Bartender’s Malt, made by bartenders for bartenders, released in key markets the following year.
Launched in 2016 with 12 bartenders from the UK, USA, Germany, Sweden and Canada being selected via a global competition mechanic, each year 12 new members join this elite movement and head to Glasgow to work together and create the new blend.
Central London event space for brand launches, parties, sales etc
Formerly the site of the Photographers Gallery, now fully refurbished to provide a 1,000 sq ft blank canvas venue for exclusive hire.
• Fully licensed
• Professional lighting rig with colour-change LED system
• HD projector and screen
• 1000W PA system
• Bar and tech areas
• In-house events team [as required]
• Step free access
+44 (0)20 3301 4727
CREATIVE, STRATEGY, CONTENT, EXPERIENTIAL
A street pop up for one of the worlds most revered lux brands.
We were challenged to create a pop-up dining experience in which to celebrate Krugs Savoir Faire, our answer was the now iconic Krug Krates, a modular super lux pop up that partnered with different high profile chefs and partners to create a series of Krug moments in unexpected places.
The ‘Krug Krates’ concept saw the brand partnering with a series of leading London chefs over a period of 3 years, allowing consumers to experience their very own private Krug experience in some of London’s most iconic locations. For each activation, a series of dishes, cooked on site, were paired with a glass of Krug delivering a luxury take on the pop-up, street food movement.
Two of the ‘Krates’ were dining pods for diners and the third housed the kitchen & bar area. The design of the ‘Krates’ enabled them to be stored and re-purposed year on year for each activation.
DESIGN, CONTENT, CREATIVE, EXPERIENTIAL, TOOLKIT, PR, DIGITAL, STRATEGY, CAMPAIGN, RETAIL, TRADE
How to launch a new SKU to the Jim Beam stable in a noisy marketplace to a distracted and fickle audience.
We launched Red Stag with a two year strategy that aimed to establish the brand with up and coming early adopters.
Underground Rebel Bingo
At the time, Underground Rebel Bingo was the hottest new event in the student party calendar. We brokered the first brand partnership with URB and seeded Red Stag as the party drink of 2012.
Academy Music Group
We also brokered a shot pouring deal with the Academy Music Group overtaking Jäegermeister as the shot of choice across their entire portfolio of venues.
We partnered with podcast legend Adam Buxton to target bloggers and social media influencers, creating the UK’s first ‘Powerpoint Karaoke’ during which Adam improvised around a presentation he had never seen before to explain the production process of Red Stag. This exclusive event drove a 1.7m reach through social media, digital channels and PR.
Global Travel Retail is a crucial market for most spirit brands and to ensure cut through, we created a world first by fusing augmented reality technology with social media to create an award-winning travel retail experience. This toolkit solution was then rolled out across EU Travel retail and activated in several other airports. At our Gatwick launch alone, 8,500 sampled Red Stag and 87% would buy and recommend it.
In its second year, to build an association with a key passion area and to continue brand growth, we devised a fully integrated campaign around music, named 'Fresh Tracks'. The Propaganda DJ Tour through O2 Academies led to a total attendance of 8,386 and a total promotional reach of over 6.1m.
DESIGN, CREATIVE, EXPERIENTIAL, TRADE
Exciting the trade in a crowded space.
Over the course of 3 years we set the bar at Imbibe with the Stoli Lab. Bartenders from around the UK were invited to participate in interactive workshops led by the Stoli Brand Ambassador.
Guests were introduced to Stolichnaya’s rich history, before getting the chance to make their own serve from scratch using our on-site laboratory full of Stoli’s range of flavours and a wall of fresh ingredients.
This was a truly versatile concept that allowed us to easily adapt the stand and content to match the brand focus and different serves. The concept proved so popular with bartenders that we increased the size of the stand year on year.
In total, 336 bartenders attended our workshops and over 10,000 samples were handed out at the events.
DESIGN, CONTENT, IDENTITY, CREATIVE, ADVERTISING, TOOLKIT, PR, DIGITAL, STRATEGY, CAMPAIGN, RETAIL, NPD, TRADE
Global lead for a revolutionary Cognac.
We worked with Courvoisier for many years over a wide array of brand outputs. Highlights include creating a 4,000 litre punch that people floated across, naming their luxury edition, creating a 6m high pedal powered punch machine called Josephine, making them the first brand to partner with Punchdrunk Theatre company, creating a paper cut diorama that is still a central feature of their visitor centre, and most recently, conceiving their Café Courvoisier programme.
Here are some of our highlights in more detail;
Revolutionary Spirit Festival
This involved curating an extraordinary schedule of brand-owned and supported events pulled into a single programme that was publicised with pull-out guides in Time Out. Working with 80 different partners - including Punchdrunk Theatre Company, Gideon Reeling, Secret Garden Party, Bompas & Parr and others, 22k samples were served with a total reach of 243m.
As part of driving brand re-appraisal with a new audience, we reminded millennials of cognac's rich heritage as a mixable spirit, by partnering with a fledgling Bompas & Parr to recreate an extraordinary historical event when a British Admiral filled his fountain with a cognac-based punch. With the total number of 1,200 tickets selling out in 12 hours, the PR and digital reach came to a staggering 434m.
The Complete History of Food
To engage with the experience generation, we partnered again with Bompas & Parr to create an immersive event spanning over 6 centuries of food revolutions. Staged across a five floor London townhouse, each story was told with a unique drink pairing for Courvoisier, totalling 12,000 serves.
The Future 500
Managing this innovative branded network was part of attracting new consumers to Courvoisier. A new brand platform encompassing a dedicated online social media site, as well as offline events and funding/concierge services for leading talent across the UK, resulted in 20 new listings and 94% positive word of mouth for the brand.
With the aim of creating content to drive sales, we re-imagined the brand heritage behind Courvoisier through an exclusive, immersive brand experience over four nights at Harrods, London. While collaborating with emerging artists to create a bespoke historical diorama, we sourced and showcased the world’s oldest vintage of Courvoisier (1789) and reached 3.8 million people (over 40k on YouTube alone). To add to that, Courvoisier XO sold out in Harrods over the crucial Christmas period.
White Label also built the global brand foundations across Courvoisier’s digital and social media channels through a comprehensive digital plan. This included the conception and delivery of a new multi-platform website, as well as the launch of a global Facebook page that saw it grow from 0 to 53k likes in just three months. We also ran an innovative Instagram competition which delivered over 400 entries.
CONTENT, CREATIVE, EXPERIENTIAL, PR, DIGITAL
Transporting the sights, and smells, of Islay to the US.
Difficult to pronounce and even more difficult to get to, Islay is a one of a kind Island off the South-Western coast of Scotland. The location and remoteness, surrounded by the ocean and constant rain is what contributes to the distinct and unique taste of Laphroaig.
This video tour acts as a sneak peek into the wonders of Islay in all their glory, as well as our production process up close, for the vast majority of fans who will never make the pilgrimage to the brand home.
The video gives them a 360 tour of not just the distillery and the production process, but also the island, taking in the sea and the peat beds. The addition of scent maps allows them another sensory tour of Islay - taking in the smells of peat, rain, seawater and barley.
CREATIVE, EXPERIENTIAL, PR, TRADE
A celebration of the quintessential London gin to mark its arrival in the US.
The Sipsmith Gin Palace not only introduced Sipsmith to the US market, but it also marked a celebration of the brand's unwavering belief in things well made.
Taking over Academy Mansion on the Upper East Side, we created three bespoke activity areas for guests to travel through, including a tutored tasting of Sipsmith key expressions and a Martini throwing demonstration area (the ancient cocktail mixing method resurrected by Master Distiller, Jared Brown). All areas had custom built bars, one of which was a replica of that at the London distillery. Throughout the evening guests enjoyed entertainment from a live jazz trio as well as takeaway gifts in the form of Sipsmith stirring glasses, up-cycled from London Dry Gin bottles that could be personalised by the on-site hand engraver, reinforcing the message of a hand-crafted gin.
DESIGN, CONTENT, IDENTITY, CREATIVE, ADVERTISING, EXPERIENTIAL, PR, DIGITAL, STRATEGY, CAMPAIGN, TRADE
Reviving an iconic brand for a new audience.
White Label were tasked with giving Jamaican rum brand Wray & Nephew a roots and branches overhaul that provided creative assets and activations through live events and the trade.
We launched the 'Overproof' programme proudly celebrating rum and reggae, produced sampler CDs in association with Trojan Records that were used for trade competitions and giveaways, as well as installing the iconic 'Rum Shack' at Big Chill Festival.
100,000 samples were served, transforming ‘terminal decline’ into 17% year on year growth