Brief
The competitiveness of tonic wine in Scotland is no secret. Scottish born brand Eldorado were in need of a new strategy and tone of voice that could guide the brand to the future and could cut through the noise. Our brief was to create a brand that was authentically Scottish, human, scalable and consistent in all forms of media.
Process
We researched trends and competitors, and identified the true personas and target market for the brand. While other brands focussed on Tradition, Heritage and Quality, we repositioned the brand to be unabashedly Scottish, self-aware and to not take itself seriously. Our goal was to create something truly new and authentic, turning the banter and voice of the consumers into life-blood of the brand itself.
Outcomes
Over 1.2 million views on our Charles MacLean series and counting, with a 12x increase in reach and 18x increase in engagement on Facebook alone. The campaign went just a tad viral, and the reposition of the brand and tone of voice has led to a sustained peak on engagement since the campaign ended. Cheers to that!
