Havas Media Melbourne has been appointed to the Starward Whisky account and has kicked off the new business win with a bold media campaign targeting curious, flavour seeking consumers.
The Melbourne Distillery’s debut campaign with Havas, ‘Whisky Done Different’ launched recently across OOH and digital with creative by Wunderman Thompson and social content through HotGlue.
The Havas Media strategy has seen the roll-out of street posters across Melbourne, Sydney and Brisbane, placed in key locations near entertainment precincts and Starward Retail Customers, geographically matched to key postcodes with the highest concentration of the brand’s target audience.
The digital campaign consists of high impact display, YouTube, social and contextually placed media to grab the target audience’s attention.
Commenting on the campaign, Starward’s marketing director, Brendan Moynihan, said the campaign connected with Starward’s vision to craft a deliciously accessible, quality whisky that was made for bold, creative and irrepressibly curious food lovers.
“Our ‘Whisky Done Different’ campaign really showcases the journey we are on as we continue to build authentic connections with today’s food and flavour obsessed consumers right across the globe. Our campaign reframes the perception of how whisky should and can be enjoyed. It features fun and disruptive creative that introduces the next generation of whisky drinkers to our award-winning and distinctly Australian spirit. We are thrilled to be working with Havas Media and our other agency partners who are as passionate about the brand as we are, and their shared belief in our vision will send us Starward,” said Moynihan.
Havas Media Melbourne general manager, Naomi Johnston added: “Starward is a growing brand that’s going places quickly and we are thrilled to be partnering with the Starward team on this journey. It’s exciting to work with a ‘dare to be different’ brand that’s willing to use media to engage their audience in unexpected, non-traditional ways.”
Havas Media’s remit includes strategy development, media planning and implementation across offline and digital media and will feature major bursts of brand awareness activity, dedicated campaigns to support new product launches, as well as a rich and engaging ‘Always On’ social media presence.
