We want to get current consumers of Malt Whisky to try our Classic Malts (a select group of 6 Diageo brands), involve them further in the world of malt whisky and prompt them into trying out our whiskies.

5.5% of the addressees requested more information. Sales of Classic Malts in Spain increased by 30.6% in the 3 months following the campaign.

A mailing with a sample of unidentified whisky. The challenge: guess what brand it is.To help out, a map of Scotland was enclosed with the 6 regions to which each Classic Malt belongs, specifying their characteristics and including ‘tasting notes’.After studying the map, they had to decide which brand it was. The solution was in the mailing, under a tab: ‘Talisker’.Then new challenges began, with their friends. Thus the Scotland board became an instrument of dissemination, attracting new consumers.Next they had the option of sending in a coupon to receive more information on the Classic Malts.