Bowmore Single Malt Whisky - Brand evolution

Following the success of its (Scottish IPA Gold-winning) 'Legend' campaign, which focused on building the Legend expression, Bowmore was on the brink of launching a new campaign in 2002 to evolve the brand's values, broaden its appeal and protect prices.
Agency:Citigate SMARTS Authors: Glen Moore, Julie Walton and Tristan Fulton

bowmore single malt whisky

Brand evolution

BACKGROUND

Citigate SMARTS has worked with Bowmore since 1998. The results of our first three years together were a Gold Award and a special...