Anyone who saw it in Jozi’s Newtown Junction or the V&A Waterfront in Cape Town would know how it stopped people in their tracks because the playful 3D street art that expresses whisky brand Scottish Leader in a whole new light.
“We commissioned South African street artist Prefix to create the two unique artworks. The eagles of the Newtown Junction artwork show the eagle brand icon in a refreshing way. And the V&A Waterfront work introduces the ocean to highlight the coastal location,” says Lucindi Branfield, SA marketing manager for the brand that sells in more than 60 countries.
“The 3D chalk renderings that literally play with perspective, bring to life the brand’s ‘a new perspective’ tagline.”
Branfield says the tagline is being expressed across a range of marketing platforms, including television, outdoor, digital, PR, in-store and in restaurants and bars. “We are also hosting a series of pop-up events in Johannesburg in mid-October, exclusively for selected media, trade and consumers.”
The current campaign builds on the success of the new global TV commercial shot in Cape Town earlier this year. To view the new global TV commercial.
Additionally, the brand has launched an Instagram page, @ScottishLeaderWhisky, and is working with three popular South African ‘instagrammers’, Ockie Fourie (@theworldsyoungestman), Craig Howes (@craighowes) and Thabiso Tshabalala (@the_analogue_guy). They take pictures in their unique, personal style but in keeping with the ‘a new perspective’ brand theme, using the hashtag #NewPerspective and #Followtheleader.
Scottish Leader Original and Scottish Leader Signature retail for R139 and R169 respectively. 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.