Since unveiling its new look and enhanced blends last December, Scottish Leader has seen double digit volume growth in South Africa, the second biggest market for the brand globally. This is despite the decline of the Scottish whisky category in the country.
South Africa was chosen as the debut market for the refreshed offering with master distiller Ian MacMillan and his team amplifying the influence of the island malts to create a richer, more complex, smoky and layered whisky profile.
The new look and reformulated recipe for the core offering and the luxury Signature blend have since been introduced in other key markets across the world.
Despite intensifying competition and the decline in sales of many other Scotch whisky brands, Scottish Leader is flourishing. The introduction of Scottish Leader Signature, our premium tier, has opened up new channels and opportunities for the brand, allowing us to achieve a greater foothold in both on- and off-consumption channels.
Lucindi Branfield | SA Marketing Manager.
“The new global Scottish Leader TV commercial shot in Cape Town earlier this year, has created widespread awareness of the new direction the brand has taken, underscored by its tagline, ‘a new perspective’.”
Branfield said the local team is now entrenching its successes with a through-the-line national promotional campaign brought to life through various marketing platforms, including television, outdoor, digital, PR, in-store and in restaurants and bars.
As part of the campaign, Scottish Leader has commissioned graffiti artist Prefix to create 3D street artwork at the V&A Waterfront in Cape Town, and at Newtown Junction in Johannesburg. These will be produced in September and remain until the end of the festive season. The brand is also raising its visibility with large billboards in Johannesburg and Cape Town.
On the digital front, the brand is launching an Instagram page, @ScottishLeaderWhisky, and will be engaging with three popular South African ‘instagrammers’, Ockie Fourie (@theworldsyoungestman), Craig Howes (@craighowes) and Thabiso Tshabalala (@the_analogue_guy). The three will be taking pictures in their unique, personal style but keeping with the ‘a new perspective’ brand theme, using the hashtag #NewPerspective.
Scottish Leader will also be giving away R50 000 worth of consumer prizes on its Twitter platform, @ScottishLeader. The prizes range from Apple Mini iPads and iPhones to Persol sunglasses and Fossil watches. The hashtag for this digital drive will be #FollowTheLeader.
“We will also be rolling out a robust on- and off-trade strategy with point-of-sale communication highlighting incentives, digital give-aways and above-the-line brand activity.”
The promotional campaign will also be supported by digital advertising on websites such as www.10and5.com over the campaign period, while the new television commercial will be flighted more often over the campaign period, on channels including e.tv; SABC 1, 2 and 3; Mzansi Magic; and SuperSport.
To view the new global TV commercial, click here: http://bit.ly/1Qd4kmJ
Scottish Leader Original, in 1 litre, 750 ml and 200 ml, and Signature in 750 ml packaging, is available from leading South African liquor outlets. Scottish Leader Signature is also offered for sale via www.vinoteque.co.za.
Follow Scottish Leader on Facebook (www.facebook.com/ScottishLeaderSouthAfrica), Twitter (www.twitter.com/ScottishLeader) and Instagram (www.instagram.com/ScottishLeaderWhisky).
Join the conversation using: @ScottishLeader #FollowTheLeader #Whisky #Marketing