Page 84 - Unlock Sensory Power
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ANNANDALE
SINGLE-MALT WHISKY
You’ve just bought a derelict shell Second, we identified appropriate
of a Scottish whisky distillery, and sensory profiles for two single malt
have an ambition to produce single whiskies – one peaty and the other
malt whisky once again from the non-peaty.
historic and beautifully restored
buildings. But, with a bewildering Third, building on the conceptual
array of established brands, how do meanings delivered by the two
you cut through with conviction? whiskies, we steered creative
development of brand personas and
FOR ANNANDALE, SENSORY packaging - ensuring unique and
BRANDING GUIDED EVERY coherent identities.
STEP. The marrying of sensory and
conceptual profiles for these two
First, we explored the different whiskies illustrates the ambition of
conceptual meanings that established Sensory Branding.
whisky brands brought to the party.
What emotional and functional needs With consumers seeking deeper, more
did they serve? Unsurprisingly, this meaningful experiences, we’re so
conceptual map revealed a strong very proud of these products.
category identity, but very little
differentiation between the players. They mean a lot.
The approach also uncovered
compelling white space for Annandale
– and indicated which ‘mandatory’
associations (qualifying equities) the
new brand must communicate.
