Overview
Bunnahabhain is a single malt with rich heritage, a passionate distillery team, and a home on the wild shores of Islay. But despite everything it had to offer, the brand risked feeling closed off and out of reach, with a name many struggled to pronounce.
Our challenge was to reintroduce Bunnahabhain to a modern luxury market in a way that felt open, human, and inviting.
Insight
Whisky drinkers don’t just want heritage, they want humanity.
Bunnahabhain had everything to win, a rich history, a passionate team, and a breathtaking home on Islay, it simply wasn’t showing its personality. An essential element for social.
Strategy
Shift from product-first to people-first. Lead with character, relatability, and authenticity. Show the brand as welcoming and human, without losing its premium status. On channels they could connect with new audiences.
Idea
An unfiltered video campaign that reintroduced Bunnahabhain with warmth and personality. Shot on Islay, the films featured the distillery team and locals, capturing humour in the name and pride in the process.
The result was a bold new “hello” that made the brand feel approachable and distinct.
Results
In just six weeks from brief to delivery, we reintroduced Bunnahabhain with a social-led campaign that travelled far beyond Islay.
Rolled out across social, digital out-of-home, and print, the hero films became the emotional centre of the brand, shifting focus from liquid in a bottle to the people and place that make it.
We unlocked authentic performances out of the community, making them the stars of the show and natural on camera.
The campaign gave Bunnahabhain a more open, authentic voice in the premium whisky category, and it worked.
25,958,653 impressions
+47% uplift from the previous period
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