Page 84 - Unlock Sensory Power

ANNANDALE

SINGLE-MALT WHISKY

You’ve just bought a derelict shell Second, we identified appropriate
of a Scottish whisky distillery, sensory profiles for two single malt
and have an ambition to produce whiskies – one peated and the other
single malt whisky once again unpeated.
from the historic and beautifully
restored buildings. But, with a Third, building on the conceptual
bewildering array of established meanings delivered by the two
brands, how do you cut through whiskies, we steered creative
with conviction? development of brand personas
and packaging - ensuring unique
FOR ANNANDALE, SENSORY and coherent identities.
BRANDING GUIDED EVERY The marrying of sensory and

STEP. conceptual profiles for these two
whiskies illustrates the ambition of

First, we explored the different Sensory Branding.
conceptual meanings that
established whisky brands brought With consumers seeking deeper,
to the party. What emotional and more meaningful experiences,
functional needs did they serve? we’re so very proud of these
Unsurprisingly, this conceptual map products.
revealed a strong category
identity, but very little They mean a lot.
differentiation between the
players. The approach also
uncovered compelling white space
for Annandale – and indicated which
‘mandatory’ associations
(qualifying equities) the new brand
must communicate.