Author: Not credited |
Scottish Awards 2001
Marketing Legend
Putting Bowmore Islay single malt scotch whisky in the premier league
CONSUMERS (AND TRADE BUYERS)
In marketing, the customer may be king. But, in many markets, the multiple grocer has become the gatekeeper. The twin danger facing a small 'unadvertised' brand like Bowmore was the threat of delisting, and the concomitant pressure on prices to maintain listing.
Triple whammy
A campaign geared towards raising the consumer profile of the brand was combined with trade marketing to 'sellin' the campaign. This, we reasoned, would result in a...