Whyte and Mackay ‘Surprisingly Smooth’ ad challenges perceptions of blended whisky

The latest six-figure ad push for Blended Scotch Whisky invites customers to rethink their views on blended malts.

Whyte & Mackay has teamed up with BJL to highlight its unique triple maturation process after research found that the promise of a richer, smoother taste was a positive motivator for consumers.

The ‘Surprisingly Smooth’ campaign features a lion depicted as a gentleman enjoying a dram, showcasing the silky quality of the brand’s flagship drink.

The animal was pictured by animal photographer, author and digital artist Tim Flach; best known for his conceptual portraits of animals including the Sunday Times ‘Fat Cat’ ads.

Coming on the back of a six-figure investment from Whyte & Mackay, the work is designed to drive awareness in the lead up to the festive period and will appear in still and animated formats nationwide, as well as a specially-created cinemagraph.

Commenting on the work Steven Pearson, global marketing director at Whyte & Mackay said: “Christmas is a key trading period for the category so it’s an important time for us to give consumers engaging information that explains our point of difference in the blended whisky category and aid their purchasing decisions.

“We believe that our new campaign communicates our triple maturation process in a considered yet surprising way,” he added.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.