benriach gifting pop-up

We teamed with Buzzfeed to launch an interactive pop-up in Soho for Benriach, where consumers could swap bad Christmas gifts for a bottle of The Original Ten whisky.

Challenge

Benriach wanted to tap into the festive gift giving period with a sampling experience in the capital, to honour their 10 year old, The Original Ten whisky. How could they do this in a way which would grab consumer’s attention?

Insight & Strategy

Buying gifts for men is challenging and often with mixed results: a bottle of Old Original Ten offered the perfect antidote to the glut of bad gifts their audience would be receiving over the festive period.

Solution

We launched an experiential pop-up in central London, inviting folks to swap their lackluster gifts for a bottle of Benriach’s The Original Ten, while redundant gifts were repurposed and sent to a good cause. Whilst there, visitors could enjoy a delicious whisky cocktail whipped up by mixologists, while passers-by posed with the giant Benriach gift stack at the store entrance. Tapping into Buzzfeed’s network we launched to media and influencers, while content was shared across Buzzfeed’s platforms.

Impact

Over 170 bottles of Benriach were exchanged for bad gifts, and over 320 cocktails were sampled, with social buzz around Benriach gifting in the following weeks. Cheers to better gifts and great drinks!

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