Methodology meets mythology. At first glance, this is a very rational story about a unique recipe made from locally sourced ingredients, and about a vodka that has a very unique taste.
But we wanted to take it a little deeper by reinforcing the story of provenance and connecting it with the archetypal expressions of Scottish lore (specificall;y, that of the Caithness area). By doing this, harnessed the emotive quality of these local myths, bringing to life the magic in a truly visceral manner. In other words, we wanted to use imagination to activate the audience’s physical senses and hopefully enable them “to taste” the magic. What better way is there to inspire them to try an unknown brand in reality?
Messaging infused with Scottish Magic. Throughout the campaign we used various messages in a joined up manner to communicate numerous brand cues. These included messages such about Holy Grass Vodka’s unique provenance, its surprisingly smooth flavour profile, the number of awards it had won and the many signature recipes it could help conjure.
The tale of Holy Grass continues on social media. Crucially, social media also plays an important role in telling the story of this very magical vodka. Which is why we also developed a suite of beautifully crafted assets targeting our chosen audience and encouraging trial.
Every drop a magical experience. Looking beyond social channels, we also managed to add some Scottish Magic to other messaging opportunities. These included product sampling drives at music festivals and building brand awareness within the trade press. The ultimate goal was to stretch the core advertising campaign across the extended range of Holy Grass products so as to maximise the brand’s visibility among all audiences (both trade and consumer).
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