Duty free whisky brands and an agency campaign for Highland Park
In the premium segment of the global travel retail, high end spirits and fashion brands willing to engage with their customers will succeed in the exciting brand evolution of the drinks and fashion industry because premiumisation is driving value and growth.
Premium whisky brands have embraced these developments with packaging design and brand activation programmes in duty free airports across the globe. However, today's consumers are looking for provenance, authenticity, heritage and quality.
Highland Park visitor centre
The Ring of Brodgar, Orkney
History prior to the briefing process
Highland Park is the most northern whisky distillery in Scotland. It is located on the Orkney Islands, close to the capital of Kirkwall. It is one of only two distilleries on the islands. Highland Park is also one of the oldest whisky distilleries in Scotland and was established in 1798 by Magnus Eunson. It is currently owned by the Edrington Group and has an annual production capacity of 2.5 million litres. Highland Park has grown rapidly to become one of the best selling single malt whisky ranges in the world.
The brand strategy for the Warriors Series pulls on the strong Nordic heritage and history of the Orkney islands.
The briefing process to the agency
Business objective: To launch the Warrior Series Travel Retail Activation Toolkit
Marketing objective: Deliver a simple but effective activation platform for the new Highland Park range with multiple applications across travel retail and a clear path to evolve the campaign.
Campaign objective: To have a high impact on consumers. Deliver clarity on the range.
Consumer barriers: No age statement on bottles. Small brand awareness for Highland Park. Complex back story around the range.
Positioning: Darkly Masculine
Purpose: The Hero of Single Malt Whisky
Brand Truths: Increases in complexity as you move through the range. European Oak sherry casks have more influence with each expression. Each warrior was influential in the development of the Orkney Islands. Each is documented in the Orkney Inga saga – some of the earliest documentation of civilised life on Orkney.
we create interactive brands for travel retail
What we did for Highland Park
We created several activation concepts which are shown here in this case study. These are impactful brand activation campaigns that endeavour to maximise duty free travel retail visibility, so that air travellers would stop, engage in the process to appreciate the product and purchase the premium whisky brand.
The brand strategy, design for POS and packaging for the Warrior Series is a natural progression for Highland Park, both in brand terms and in global travel retail marketing. By continuing the celebration of a rich and distinctive Norse heritage we were able to tell stories which bring the brand, the packaging design and whisky products to life.
Glass vitrine with bottle and graphic podium
Bar display focal point with POS elements
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