Black & White Scotch

This is a day drinker brand. So how to get 20 somethings interested in an old mid-shelf Scotch whose core consumers are digging peat in the great beyond? In the age before social media and iPhones it wasn't considered strange to sit around, drink and talk. So we created a campaign that positions the brand as a provocative drink for intelligent, young consumers. The campaign featured print ads (remember those?) and an on-pack of Black & White playing cards featuring button-pushing topics attached to each bottle. This is Cards Against Humanity, the mid-90's version. AKA BrandWeek Promotion of the Year.