From cult brand, to the value of complexity
Aberlour is an iconic single malt whisky brand with a cult following amongst affluent 40+ men. Although well loved thanks to an incredible product the brand lacked meaning, emotional connection and consistency. The whisky category has become obsessed with accessibility, a bright Instagram friendly aesthetic and claims like fruity and smooth – we identified a core and distinctive product truth at the heart of Aberlour to drive distinction, the complexity of the liquid thanks to a double cask maturation process.
This truth inspired a new brand POV, to embrace life’s complexities and a new brand platform ‘With great complexity, comes great reward’. A call-to-arms inspiring our audience to look beyond the obvious, to challenge assumptions and to seek a deeper understanding of the world around them, in order to take a more stimulating journey through life. We created a new visual identity and a new, modern craft aesthetic for the category featuring an authentic, reportage black and white photography style as well as a new orange logo and annotations which highlight the complexity and truth at the heart of each message and image.
The campaign has run through-the-line including 30s video assets, OLV, OOH and in-store, as well as becoming the driving force behind a pack redesign, Social Responsibility and new digital strategy all coming soon.
Hero Film
Key Visuals
![ABR_Insitu_Triple_6$](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABR_Insitu_Triple_6-scaled.jpg)
![ABERLOUR_CHEERS_GLOB6_25.11.22](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABERLOUR_CHEERS_GLOB6_25.11.22-scaled.jpg)
![ABERLOUR_WINDOW_GLOB6_23.06.22](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABERLOUR_WINDOW_GLOB6_23.06.22-scaled.jpg)
![ABERLOUR_DARKMARKET_GLOB6_23.06.22](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABERLOUR_DARKMARKET_GLOB6_23.06.22-scaled.jpg)
![ABERLOUR_CHESS_GLOB6_23.06.22](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABERLOUR_CHESS_GLOB6_23.06.22-scaled.jpg)
Social content
![ABER_2022_SOCIAL_INSITU1](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABER_2022_SOCIAL_INSITU1-scaled.jpg)
![ABER_2022_SOCIAL_INSITU2](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABER_2022_SOCIAL_INSITU2-scaled.jpg)
![ABER_2022_SOCIAL_INSITU3](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABER_2022_SOCIAL_INSITU3-scaled.jpg)
![ABER_2022_SOCIAL_INSITU4](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABER_2022_SOCIAL_INSITU4-scaled.jpg)
Special builds
![ABR_WALLBAY_V6](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABR_WALLBAY_V6.jpg)
![ABR_WALLBAY_V5](https://cpb-london.studiosixty-one.com/wp-content/uploads/2023/01/ABR_WALLBAY_V5-scaled.jpg)