Ahead of World Whisky Day on May 20, international advertising effectiveness and analysis firm System1 has discovered what it claims is “the world’s best whisky ad”—a current marketing campaign from Whyte & Mackay that includes puppet beavers.
Released on the finish of April for modern blended Scotch model The Woodsman, owned by Whyte & Mackay, the “Well Earned” marketing campaign focuses on the laborious work of a colony of beavers and the way they deal with themselves on the finish of a shift of gnawing and sawing away on wooden.
They are led by model mascot Barry the Beaver, who wipes his forehead and raises a dram after a day’s work.
Created by London-based artistic company Mr. President, the marketing campaign, led by a 30-second TV spot, aimed to place the model as a spirit that celebrates woodcraft and the matured oak casks and ex-bourbon barrels in which the whisky is stored.
“The Woodsman has experienced strong growth since launch in the U.K.,” stated Steven Pearson, chief advertising officer at Whyte & Mackay. “We needed an impactful campaign that stands out in a category full of craft cliches and authenticity tropes. We’re incredibly proud of this distinctive creative and look forward to seeing the beavers out in the wild.”
Since its launch, System1 has analyzed the response, with head of promoting Tom Ewing describing it as “a truly entertaining ad” whereas highlighting the craft that has gone into the manufacturing, not least its puppetry.
He revealed that regardless of being lower than a month outdated, the advert had been rated at 4.8 stars, making it the simplest whisky advert on System1’s Test Database, even in comparison with “better-known brands.”
Ewing defined that the success of The Woodsman proves mascots nonetheless resonate with viewers.
“Brand mascots like Barry the Beaver are thin on the ground in alcohol ads these days. Partly it’s a fashion thing, partly it’s that brands have been a bit cautious around regulation designed to stop alcohol ads appealing to kids and helped end the golden Hofmeister Bear era of the drink brand mascot,” he famous.
“But there are ways to do mascots which don’t feel childish, and do embody the spirit of the brand. Barry’s rough-edged, no-nonsense pride in a job well done is one of them,” he added.
The TV marketing campaign is airing throughout the U.Ok. on VOD, social and digital.