CASE STUDY: PURE Whisky and Music Festival

Provided by Brand New Music
The Whisky industry was having trouble shaking off a musty, old man image and wanted to rebrand younger and attract females too.

What was the Challenge / Background of the Campaign?

Whisky or Whiskey if you're of an Irish or American persuasion, was losing market share to vodka in particular but also the craft beer and wine markets. They had an old, stuffy image, people had the perception that you had to be an expert to get involved. We wanted to open up whisky to novices and the curious using the power of music.

What was the Campaign Objective?

To rebrand whisky younger, attract females and make whisky cool again. We wanted to create an event which was unthreatening and helped complete novices gain an understanding of the different whiskies out there, without sounding pompous and over bearing.

What was the Solution?

PURE music and whisky festival. The inaugural Pure Festival took place at The Garage, Highbury and Islington over the weekend of Sept 24/25/2011. Sold out on both days, Pure hosted 30 different Single Malts and Blends plus 16 amazing bands.

What were the Results?

PURE was nominated for best new festival at the festival awards. 90% of the attendees were under 35 and 50% were female. "Pure is an exciting addition to the whisky calendar and in its first year was a huge success. It was a delight sharing whisky with hundreds of enthusiastic, whisky novices, against a backdrop of some of the finest independent music on offer. This is where whisky should be - a powerful and uplifting experience." Dominic Roscrow, Whisky Tasting Club.

What were the Key Learnings of this Campaign?

Whisky was cool again, PURE helped start the image rebranding.

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BudgetReach & FrequencyTarget AudienceMedia Used
£51k to £100k25-35 yo male / female
25 - 34Female
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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