Ardbeg Single Islay Malt Scotch Whisky

How do you revive a mothballed brand worldwide on a tiny budget?

For the pitch research, way back in 2000, Dave Mullen and I went to Islay. There I stumbled across the curious fact that this tiny windy island with more sheep than people had over 140 committees. I thought we could give them another one: The Ardbeg Committee. 

Back at Oneagency, we devised a consumer direct marketing campaign to launch the brand. Each Committee mailing built the relationship with a unique creative solution. 

Within just 2 years, Ardbeg was established as a measurable global brand. Committee members now inundate the Distillery with emails, phone calls and visits – and are happy to pay a premium for this niche brand.

Our first mailings went on to win 7 Gold awards, nationally and internationally. I also wrote the first generation Ardbeg website, taking the Committee online. Sadly we parted ways in 2002 when the account moved lock, stock and cask to Story, and I turned freelance.

Judges' Comments

Extracts from the Royal Mail/DMA Awards
of the night:

"A popular winner", the judges said. "It is
a very ingenious strategy, and the copy is
so involving, entertaining and fluid, you
cannot help but read on and on. Strong
production values and exceptionally high
quality." (2000).

"A really good example of what you can
achieve with a small budget' (2001)."

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