BLENDERS PRIDE RESERVE COLLECTION - AGES AHEAD

WORK DONE FOR PERNOD RICARD AT LOWE LINTAS

Challenge

Blenders Pride Reserve Collection (BPRC) was struggling under the shadow of the original flagship Blenders Pride brand but also has to compete with some well-known Scotch brands.

Strategy

Our approach was to overhaul the brand by challenging a category norm for whisky — the older, the better. Today, younger people and their ideas set the course of the world, and the idea that you had to be a certain age, to be someone is antiquated. We argued that age didn’t make the person, nor the whisky. This was a whisky for those who celebrated this, those who were Ages Ahead.