Core disciplines: Brand strategy, Innovation/NPD/Service Design


The Challenge

Scotch Whisky brand, William Lawson’s had built a very substantial business in Russia, Belgium and Mexico with it’s ‘No Rules' positioning. However, in their push for further global expansion into the USA and greater Europe, ‘No Rules’ was proving to be too broader thought and didn’t provide brand teams, creatives or retail partners with enough clarity as to what was 'on' or 'off' strategy. William Lawson’s engaged eatbigfish to help galvanise the global markets behind a powerful idea that would see the brand maintain its growth and momentum.

The Solution

Through our Challenger Identity programme, we helped the cross-functional William Lawson’s team and their agency team get to a single minded belief-driven identity, which provided a sharper articulation to ‘No Rules'. We worked with William Lawson to identify the brand 'enemy' and created a deep understanding of the positioning across the business and agency partners.

The re-defined strategy was then incubated over a number of months of rapid creative prototyping. This turned words on a page into real world ideas that could be implemented quickly - a crucial step in the business gaining confidence in the strategy.

The Results

One year on, William Lawson’s is in double-digit growth, and holds the position of both the number one whisky brand and the fastest-growing brand within the Bacardi portfolio.

Lee Sargent, ‎Global Brand Director at Bacardi.

'The William Lawson Distillery' stimulus video for internal use, produced by eatbigfish.

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