The campaign has been created by specialist beverage creative agency Thirst Craft, and is said to leverage Bruichladdich’s aqua cand irreverent spirit to grow their awareness and market share in an ever-growing competitive category.
A big focus on Bruichladdich’s community, agricultural and environmental work is included in the campaign, too, as well as information about their whisky.
Global Marketing Manager Lynne McEwan said on the campaign: “Over 20 years we have seen the difference business can make when decisions are based not only on profit but on making a positive impact for both people and planet. Having resurrected Bruichladdich in 2001 we started with 2 people and are now the largest private employer on the island, 52% of our barley needs are grown on the island and all our whisky is distilled, matured and bottled on site, regenerating our community with opportunities far beyond whisky making. There is always more to be done but leading with our values is key to the Bruichladdich philosophy and we are delighted to have a campaign that brings this to life in a way that is disruptive, engaging, and positive. Thirst Craft have been incredible partners in this project aligning with our vision of the world and making our signature aqua a vehicle to open a much wider conversation about whisky and the power of business.”
Thirst Craft has been partnered with Bruichladdich Distillery’s brands for two years, helping to develop their identity and portfolio. Creative Director at Thirst Craft, Matt Burns, added: "Since the distillery’s resurrection back in 2001, Bruichladdich has always been seen as a pioneering, thought-provoking spirit. This campaign continues to live by their progressive philosophy, taking whisky beyond pure product and personal achievement to reframe it as a powerful, positive agent of change. In doing this we want to help Brucihladdich transcend the category and become a beacon of real progress.”
A 30 second film has been rolled out on VOD, out of home and digital, with the first phase launched in the UK in April before landing in US, China and Europe later in 2022.