By Jonathan Fraser-25 January 2021 16:41pm Changing decades, hundreds of years even, of associations around whisky is next to impossible to achieve with cool ads
This Burns Night, whisky brands should pause and have a think about why they need to look beyond tired advertising and weave premium experiences into their brand offering, argues Jonathan Fraser, founder and chief strategy officer at creative agency Trouble Maker.
Traditional Burns Night celebrations are among the latest live events to be cancelled by organisers due to lockdown restrictions. But whisky lovers will still be raising a dram or two at home on Monday (25January) to mark an occasion that also highlights how the old ways of whisky marketing have evolved in recent years.