Bacardi Willaim Lawson's Illusions

William Lawson's (WL), a whiskey brand, broke the rules to win over a highly sceptical audience of whisky drinkers in the UK.

Campaign details

Agency: Proximity London

How do you break the rules to win over a highly sceptical audience of whisky drinkers? That was the challenge faced by William Lawson's (WL), a Bacardi group owned whisky brand whose overriding brand attitude is "no rules, great scotch".

Strategy

WL takes a stand against modern social conventions and the pretentiousness of the wider whisky category.

To convey this brand attitude it was necessary to establish the "bar call" of a WL and coke, with a target audience of young whisky drinkers, with little or no awareness of WL.

Whilst conventional rules of...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands