The Drum Awards for Marketing - Extended Deadline

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By Natalie Mortimer, N/A

June 13, 2014 | 1 min read

Diageo’s luxury e-commerce brand Alexander & James have launched a new campaign ahead of Father’s Day on Sunday, encouraging men who struggle to express their emotions to “Say It Better”.

The campaign, ‘Say it Better this Father’s Day’, which runs across radio, YouTube, Facebook and digital display, directs consumers to a whisky personalisation tool to create a gift for their dad and is accompanied by an online video of men stuck for words when asked how they feel about their fathers.

Digital agency Huge carried on the creative and marketing on the campaign.

Brian Brady, creative director at Huge London said: “Because it can be hard to put into words just how much your dad means to you, Alexander & James decided to make it easy with its free engraving and personalised labels, as well as a guide to buying whisky for different types of fathers.”

Diageo Alexander & James

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