Ardbeg Single Malt Whisky: Ardbog Day

Story UK

The team

Dave Mullen, Rebecca McFarland, Lynsey Thomson, Olivia Gavan, Suzi Harper, Ian Healy, Graham Robb, Olivia Donaldson.

Other contributors:

David Boni – Director/Photographer, Kirk Hendry – Director: Th1ng, Sarah Drummond – Producer, Wyoming – Digital back end build.

How did the campaign make a difference?

A global Ardbog Day brought the Ardbeg Committee together in 150 countries. The new Ardbog bottling sold out online in 48 hours. Ardbeg.com saw a 50% uplift in traffic. 50 blogger articles reached over 250,000 whisky fans. 10,000 people attended the global events. Email open rates hit 61.48%, with click-through rates of up to 43.74%.

What details of the strategy make this a winning entry?

Ardbeg Single Malt Whisky is made on the small Scottish island of Islay. Ardbeg already 'owns' the last day of Islay's annual Malt and Music Whisky Festival. That event was named Ardbeg Day and went worldwide in 2012. The challenge was to develop a new theme for Ardbeg Day 2013 that would resonate and be understood in every market. The Ardbeg Committee is the brand CRM programme, with 90,000 members in 150 countries. Ardbeg Day gives them an opportunity to celebrate Ardbeg together, introduce it to friends, and get their hands on a limited edition Committee bottling. A new, bottling name, with integrated packaging, event platform and event communications was developed. Ardbeg own the Islay whisky category by entwining Ardbeg and Islay in the minds of the consumer. Islay is famous for its peaty whiskies and the island's numerous peatbogs. So for 2013, the global event became ARDBOG DAY.

How did creativity bring the strategy to life?