Royal Brackla – AMEA Brand Repositioning
The Challenge
Royal Brackla was being overlooked in AMEA markets. Bacardi instigated a pitch for the repositioning of the brand: to create one that could capture the hearts of Cultivados – an audience driven by status in the eyes of their peers.
The Strategy & Platform
Planning identified quality as a key driver for the Cultivado audience, alongside the founder’s entrepreneurial story as a point of aspiration.
To move this beyond the rational, I created Unforgettable Every Time. A platform inspired by the power of first impressions and the moment that inspired Scotch whisky’s first Royal Warrant: The King’s First Sip.
The Imaginarium is the living embodiment of this sensory world.
Creative Direction
As a visual expression of the King’s wonder, I worked with a 3D artist to create an abstract glass sculpture that now underpins the brand’s look and feel.
Working with composer Jon Baker, we added another sensory layer: unique soundscapes created for each of the three Royal Brackla expressions.
Work that Works
Markets across AMEA are backing the platform with high-profile cultural activations, from Imaginarium Volume I, Soundscape Salon to Friends of BURO dinners to Tatler’s Asia’s Most Stylish. The level of investment, execution and social buzz shows real belief in the idea.
See more work that works
Behind the Scenes
From concept to reality.
