Whiskeysmith
Flavor the Moment.
Generate hype & excitement around the Whiskeysmith brand through experiential activations.
background
Whiskeysmith launched their brand in October 2021 with a new and unique type of product: a flavored whiskey infused with real, high quality ingredients.
As a new spirits brand, Whiskeysmith has the opportunity to be a castle on the hill for flavored whiskeys in a persistently old-fashioned category.
brand pillars
Founded in duality: whiskey, flavored.
Dress it up, dress it down.
Experience the unexpected pairings.
Research
findings
46% of survey respondents noted flavor as their primary reason for purchase, even digging deeper and asking about the flavoring process.
75% of people are making cocktails at home, with the pandemic turning bartending into a long-lasting hobby.
the insight
The 23 to 35-year-old target market curates memorable moments around new experiences, especially when it comes to trying new drinks.
We narrowed in on our audience. We were now talking to the:
"Eventsmiths"
The party starters ready to discover new drinks in a world where they’re not only frequenting bars, but also feel empowered to host.
Always making the most of every moment whether it’s a chill night in with friends or a wild night out on the town, we recognized our consumers exhibited just as much duality as our brand.
Eventsmiths live for
life's meaningful moments.
Above all, they care about curating their moments.
Whiskeysmith has the opportunity to flavor their unique moments at all of life’s most memorable touchpoints.
Strategy
FLAVOR THE MOMENT.
Add more to the moments Eventsmiths savor most.
CREATIVE
We brought our creative platform “flavor the moment” to life through a set of three experiential activations designed to work in tandem across all four seasons.
1
digital experience, high frequency
#Whiskeysmith Flight Night
Moments spent with friends are some of the most cherished ones.
To "Own the Unexpected", Whiskeysmith will launch a hashtag campaign on Instagram Reels & TikTok calling on friends to upload a video of their unexpected best friend relationship.
Winners will receive limited edition flight kits highlighting the whiskey’s unique flavors and unexpected cocktail pairings so that besties can make more moments with Whiskeysmith in mind.
2
in-person experience, medium frequency
Whiskeysmith Open House
Whiskeysmith will partner with Compass or a similar agent to “crash” real estate open houses with cocktails made by a live bartender, food, and games that showcase the liquor’s hosting potential in the Eventsmith's ideal home setup.
Those who close on the participating homes will receive a housewarming gift complete with a cocktail kit, their favorite Whiskeysmith flavors, and other assorted merchandise to help them unleash their inner host.
3
in-person experience, low frequency
My Big Fat Whiskey Wedding
For our whiskey-obsessed love birds.
Whiskeysmith will launch a national digital competition requiring participants to post a video with the hashtag #whiskeyhitched explaining why they’re an "unexpected pairing" and deserve the whiskey wedding of a lifetime.
One lucky couple will win a catered open bar stocked with Whiskeysmith, a photo booth for guests, and take home party favors that continue to flavor the moment even after the wedding's over.
At one of the biggest moments in our Eventsmiths' lives, we want to be there to punctuate the moment with flavor.
the result
A win! Against four other teams, our idea was chosen as the most immediately usable idea – a clever collection of experiential tactics with the potential to propel the brand to success.
