What we do > ...launching a product
Launching a product
Case study: The Macallan Fine & Rare
The problem…
Desirable products are as hard to sell as anything else. Yes, luxury consumers expect presentation and packaging commensurate with the outlay – but, more subtly, a brand should also evoke a status and lifestyle. It’s a different challenge to standard marketing, and sometimes more demanding.
Our solution…
We helped The Macallan launch, market and sell Fine & Rare – a unique collection of vintage whiskies from 1926 to the 1970s.
We attended workshops to understand the luxury market and the minds of whisky collectors. This informed our design of hand-numbered labels and packaging. We then developed a promotional DVD, plus adverts/advertorials for the international trade press. We also helped stage events in London, Taipei and New York.
The result…
The product did so well that demand outstripped supply, particularly in China, Taiwan and Korea.
“Rarely does one find an agency that successfully delivers both strategic thinking and inspired creative. The Big Picture has the passion and ability to surprise and delight, and always strive for excellence. They’ve played an important role in our global success.”
Matthew Turner, The Macallan