William Lawson's: No Rules

William Lawson's, a whisky brand, increased sales in Mexico by targeting men ages 18-24 with a 'no rules' message on social media.

Campaign details

Brand: William Lawson'sBrand owner: BacardiLead agency: OMD, BBDO ProximityCountry: MexicoIndustries: Spirits & liquorsMedia channels: Content marketing, Games & competitions, Online video, Programmatic display, Social mediaBudget: Up to 500k

Market background and context

Despite holding first position within the standard whisky segment, William Lawson's faced aggressive competition in terms of pricing and packaging strategies across its lead distribution channel – convenience stores. It was therefore essential to build a relationship with our target beyond pricing, based on brand value instead, in order to preserve leadership and increase sales.

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