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Scotch Malt Whisky Society hunts for rare whisky flavours and new experiences as part of Glorious 12 campaign


By Gillian West | Social media manager

September 11, 2014 | 2 min read

The Scotch Malt Whisky Society (SMWS) has once again teamed up with creative agency Story, this time to launch its ‘Glorious 12’ campaign.

In a quest for rare whisky flavours and new experiences the Glorious 12 campaign revolves around a game hunt with a twist. Campaign photography depicts four discerning, adventure-seeking friends in untypical hunting scenes where, for example, their rifles are loaded with chillies intead of gun cartridges.

A range of collateral for the campaign such as member and non-member communications including Outturn mailings, event invitations and an event web-landing page have been developed by Story as a continuation of the theme.

Helen Stuart, UK brand manager at SMWS, commented: “Story has developed new creative that highlights the wide, ever-changing variety of flavours that single casks give us yet continues the brand’s ‘one of a kind’ quirky nature.”

Brand communications agency Steely Fox, who developed the Glorious 12 activity, worked closly with Story for the launch and a pop-up event, the Glorious 12 Whisky & Game Bar, is due to open in London’s Shoreditch this week.

Board group account director at Story, Shelia Gallagher, added: “The challenge for us was to reinforce the uniqueness of the Society and its highly sensory offering. The campaign’s linkage with British game and the Glorious 12 helped us engage our target audience and made the introduction to the world of single cask, single malt whiskies a compelling one.”

Steely Fox is producing and promoting the pop-up event for the SMWS with a view to recruiting new members.

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