Buchanan’s – Ultimate Gift
“Ultimate Gift”
In summer 2011, IdeaZeit was chosen to promote the launch of a new Christmas Gifting program for Buchanan’s Scotch whisky. The objective was to deliver high-end media coverage and drive sales in key Latin American markets. The PR concept, outlined out in a custom PR “toolkit,” was created around the premise of sharing this premium liquid with friends and family. We were tasked with taking the product beyond a holiday gift and further deepen the relationship between Buchanan’s and the target consumer.
Inspired by the great Victorian entrepreneur James Buchanan himself, a passionate traveler who shared his Scotch blend with businessmen, presidents and Royals around the world, the two beautiful gift packs – for Red Seal and Special Reserve – were modeled on vintage luggage.
IdeaZeit composed a strategy for the Christmas Gifting launch event with the centerpiece being an “Ultimate Gift”, a priceless, distinctively different leather case handcrafted by British craftsmen, containing a bottle of Red Seal, hand signed by Master Blender Maureen Robinson, four pure crystal Villeroy & Boch whisky glasses, a hand-carved mahogany and silver bottle coaster with the Buchanan’s wax seal logo and a sterling silver stopper in the shape of the regular Red Seal stopper. In line with James Buchanan’s commitment to charity, the “Ultimate Gift” was auctioned for a charitable cause. We were aiming to boost media coverage with only ONE being created per market: The buzz around the exciting launch theme and the “Ultimate Gift” provided ongoing attention to the gift pack at retail and helped it stand out from competitors. With the gift packs’ appearance of retro travel cases and the booklet telling the story, we devised an exclusive launch event at which guests were transported back in time to embark upon their own journey of discovery. IdeaZeit created a new Press Kit in both English and Spanish, which was made available as an Electronic Press Kit to be provided on premium, branded flash drives in the design of a silver key. This program will be launching in December 2011.
