If you like weird, this is wonderful…

In this campaign we explored Ardbeg’s extreme flavour profiles and showcased that these extremes are what make Ardbeg such a complex, exciting and ultimately delicious whisky.  

Initially focusing on the German market, we needed to create an ownable brand campaign based around the tasting notes of Ardbeg in the brand’s typical, quirky way.

Ardbeg’s unique flavour profile is complex, deep and powerful. It’s characterised by extraordinary extremes of flavours, which come together in the glass for the most dramatic, unforgettable experience in malt whisky. Love it or hate it, this isn’t a dram that leaves you unmoved. Highlighting these extreme flavours would also attract younger, more adventurous whisky drinkers, offering a more challenging experience. 

I worked with photographer David Boni to shoot all of the elements and create a range of unique campaign images. It was really important that even though the flavour combinations were extremely different and a bit odd, that they still looked delicious! The visuals were then supported by our campaign line ‘If you like weird, this is wonderful’.

Ardbeg has now used this campaign successfully across both press and digital advertising in Germany as well as another markets.