Scottish Leader Whisky: There's only one Scottish Leader

Blended Scotch whisky consumption was in decline, with over-production leading to excessive stocks. Despite very low spend in comparison to the main competitors Famous Grouse and Bell's the new strategy was able to give the brand a different identity. The 'Jimmy Hat' campaign broke convention in whisky advertising by treating itself with humour, showing famous figures like Churchill wearing a ginger wig and tartan bonnet desperately wanting to be Scottish leaders but being informed there was only one 'Scottish Leader.' The print campaign raised excellent PR and helped increase sales by over 20%