The Woodsman blended whisky brand was launched in 2019 to appeal to younger bourbon drinkers and stem category decline. After the brand exceeded its distribution targets within two years, a creative platform was developed to accelerate longer-term growth by generating brand fame and memorable assets. To communicate the drink's positioning as a reward for honest endeavours in an entertaining way, communications featured puppet beavers as brand characters enjoying a ‘well earned” post-toil rest. The advertising scored well and the brand exceeded its marketing and business objectives for 2023, including by bringing new, younger buyers into the category.