Black Bottle: 'A break with convention'

This paper demonstrates how a brand can break free from established advertising norms in a way that is appropriate and relevant both to its values and to the conventions of the marketplace.
Agency: BDDHAuthor: Not credited

Black Bottle A break with convention

INTRODUCTION

This paper demonstrates how creative planning enabled Butterfield Day Devito Hockney to convert valuable insights about a stagnant marketplace into a fresh and distinctive positioning for our brand. Planning guidance made it possible for the brand to break free from established advertising norms in a way that was relevant and totally appropriate, both to the brand's own values, and to the conventions of the market. The market was Scotch Whisky - the brand which brought a fresh perspective was Black Bottle.

The situation

Black...

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