We developed the strategy that 'Life's too short to drink a cheap whisky'. We wanted to demonstrate the intrinsic values of tradition, craftsmanship and care that go into a fine scotch. However we needed a medium where we could dwell on these values and reveal them to the audience. TV ads could not do this, so we conceived of 'episodes', instead of ads and they became part of a bigger show called 'Scotland From Home'. We were able to tactically secure content space instead of ad space and from there the episodes began flighting as features in prime time.

Our TV show 'Scotland From Home' was a resounding success. We were able to grow a fan base of loyal viewers much like a real TV series. The result is that average viewer became far more knowledgeable about the whiskies in question and developed a closer relationship to these brands. The audience's take-out that 'great whiskies are worth paying that little bit more for' was evident in increased sales figures of 30% across the range during 2010 and in particular a 46% increases in sales of Johnnie Walker Red Label.