Whyte & Mackay has returned to posters for the first time in three
years with a Christmas campaign through CDP.
The campaign, which breaks in Scotland this week, dwells on the fact
that Whyte & Mackay whisky is matured twice in order to achieve a
smoother taste, but drops last year’s tagline: ’You don’t have to be
double-mature to drink it.’
Instead, the ’twice matured’ message is emphasised by the presence of
two enormous pieces of mistletoe and the headline: ’Sometimes twice is
The ad was created by CDP’s Noel Hasson, Jon Tompkin and Simon Impey,
with typographer by Mark Osborne and photography by Mike Parsons.
The campaign will be supported by a range of sales promotions, including
trade packs for pubs and clubs. These will contain two pieces of
mistletoe and two mats (to go under the mistletoe).
Last year, Whyte & Mackay used the Scottish stand-up comedian, Phil Kay,
in a television campaign which aimed to debunk the pompous myths that
had grown up around whisky-drinking.