The Bowmore Islay Single Malt Whisky brand was well established, but opererating in a highly competitive market, it needed to maintain value and resist heavy pressure (from multiples) to discount. Using outdoor, the advertising built up slowly, challenging and intriguing its male target market. The advertising ran in Scotland and London only. Quality press, some men's magazines and underground posters were introduced later. Results included impressive sales (the fastest growing top ten brand in 1998), price increases and market share objectives were exceeded. A cost efficient campaign. Improvements in distribution included listings in Asda and Sainsbury