To activate 100 Pipers in Thailand, highlighting its ‘made in Scotland’ and quality product messages in order to challenge locally distilled, cheaper competitors.
We worked with Wondermaker Rachael Barrett, an up-and-coming Scottish fashion designer who has created costumes for Lady Gaga, to deliver a relevant, authentically Scottish brand message. Rachael’s current creative passion is deconstruction. Hidden behind the deconstructed Scottish tartan graphic stands a lone piper and the 100 Pipers brand mark that become visible only in UV lighting. A special laser-cut silicone, jacket, was created for the launch event.
The Limited Edition Night Bottle was launched at a VIP party in Bangkok. This featured a fashion show with models in dresses specially created to draw parallels with the silicone jacket around the bottle.
Post-event, the programme allowed for social media activation with on trade road shows and a competition for the Thai audience to win a trip to Scotland, thus continuing the connection between the two countries.
Extensive PR coverage and buzz dramatically increased brand awareness and on trade sales in the Thai market.