Havas Media Melbourne has been appointed to the Starward Whisky account.
And the agency has kicked off the new business win with a media campaign targeting curious, flavour seeking consumers.
The Melbourne Distillery’s debut campaign with Havas, Whisky Done Different, launched across OOH and digital with creative by Wunderman Thompson and social content through HotGlue.
The Havas Media strategy includes street posters in Melbourne, Sydney and Brisbane, near entertainment precincts and Starward Retail Customers, geographically matched to key postcodes with the highest concentration of the brand’s target audience.
The campaign consists of high impact display, YouTube, social and contextually placed media.
Starward’s Marketing Director, Brendan Moynihan, says the campaign connects 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," says Moynihan.
"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."
Havas Media Melbourne General Manager, Naomi Johnston: “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 bursts of brand awareness activity, dedicated campaigns to support new product launches, as well as a rich and engaging Always On social media presence.
Havas Media Melbourne (Media)
Wunderman Thompson (Creative)
HotGlue (Social content)
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