There’s nothing better than celebrating the holiday season with friends and family. OR sitting in a comfortable chair in blissful solitude while enjoying a glass of whisky. After setting digital screens ablaze with last year’s instant classic “Yule Log,” Lagavulin and everyone’s favorite silence-savoring, whisky-sipping companion, Nick Offerman, are back to welcome 2017 in their signature, sedentary fashion. Similar to the annual holiday tradition of watching the yule log burn, millions gather around the television on New Year’s Eve to see Times Square light up as the clock strikes midnight.

By leveraging humor and Offerman’s understated appeal, “New Year’s Eve” not only reignited the holiday buzz surrounding Lagavulin but also had consumers across the country trading their traditional Times Square countdown specials for Offerman’s subtle stare. This change in consumer behavior aligned the brand with a celebratory occasion, and potentially created new holiday traditions for years to come.

To get ahead of the holidays, Nick Offerman teased the upcoming release of “New Year’s Eve” on Conan on November 30. To launch the content, the team secured an exclusive with Entertainment Weekly, who released a one-minute teaser clip of “New Year’s Eve” on December 12, and linked to the full-length version on Lagavulin’s YouTube page. Once the exclusive expired, the team conducted wide media outreach to general, lifestyle, epicurean and entertainment media.

“New Year’s Eve” and related content, including memes, were featured across Lagavulin’s social platforms (Instagram, Facebook, Twitter). The video was also promoted on ReserveBar’s gifting website, driving content to commerce by providing a direct opportunity for consumers to purchase/gift Lagavulin after they viewed the content.

Media Outputs:

• “New Year’s Eve” garnered over 400 media and social placements nationally, generating over 525 Million impressions

• Top Placements include: The Hollywood Reporter, People, AdWeek, Uproxx, The A.V. Club, Esquire, Popular Mechanics, BroBible, Eater, Food & Wine and Yahoo

• “New Year’s Eve” received 450,000 total video views across YouTube, Facebook and Instagram

• Featured on the TODAY show the day before New Year’s Eve

• Peaked at #2 on Creativity’s Top 20 Ads list

• 100% positive sentiment in all placements

Target Audience Outcomes:

• “New Year’s Eve” increased consumer consideration for Lagavulin by 23% compared to the spirits average of 17% (Google/YouTube In-Stream December 2016 Study)

Business Outcomes:

• Sales of total Lagavulin brand increased 22% in December 2016 vs. the same time last year