Research | Creative Strategy | Integrated Design | Photography Art Direction | Content

The original brief for this was to create a 2-page press insert highlighting Checkers Liquorshop’s offers around World Whisky Day.

After conducting preliminary research, several insights emerged. The market share for whisky in the country was relatively low compared to other high-end alcoholic drinks (notably wine, gin, brandy and craft beer). One factor contributing to this was that whisky was perceived by many consumers as “an old white man’s drink”. The challenge thus became not only to sell whisky to existing customers, but to grow the appeal of the category as a whole to a broader market segment.

Driven by these insights, I expanded on the brief by creating an additional digital publication, which included extra content such as tasting notes, food pairings and education around whisky in order to make the category more accessible and appealing to a larger audience.

More premium suggestions were made alongside best-sellers with a similar flavour profile in order to upsell the product offering and establish Checkers as a thought leader in the category. I also expanded the format of the press insert to a 3-fold leaflet, which allowed for 50% more content at minimal extra cost.

Over the campaign period, sales increased by 191% for the whisky category, and 72% for the entire liquor category: a huge success.