Redefining Whisky

Method: Ethnography and communications testing
Markets: Africa
Region: Sub-Saharan Africa
Challenge: Audience understanding

Illuminated shelves filled with whisky and other spirits

01 / Brief

Challenge

What does modern masculinity mean to African whisky drinkers?

02 / Method

Approach

We went into bars, homes and shops to find out, uncovering bold attitudes that shaped a fresh campaign. Our insights ensured that ads struck a chord across cultures.

03 / Outcome

Impact

Crafted a campaign that boosted brand buzz.

Crowd of people clapping and waving their hands

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