Agency: BDDH | Author: 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...