NEWS: CDP prints a spoof local paper for Isle of Jura Malt Whisky

Collett Dickenson Pearce has dispensed with traditional Highland scenes and tales of the centuries-old distilling process in its first work for Isle of Jura Malt Whisky.

Collett Dickenson Pearce has dispensed with traditional Highland scenes

and tales of the centuries-old distilling process in its first work for

Isle of Jura Malt Whisky.



Instead, the agency has produced a spoof local newspaper, the Isle of

Jura Herald, which features typical parochial news stories, some of

which contain references to the whisky. Three million copies of the A4-

sized, four-page ‘newspaper’ will be inserted into upmarket publications

such as the Economist, the Times, the Telegraph, Country Life and the

Scotsman.



Until now, advertising for Isle of Jura had taken a straight press

advertising tack, and its move into humour follows the brand’s transfer

to Whyte and Mackay from its sister company, the Invergordon Distillers.

It also reflects an increase in the advertising budget from pounds

186,000 (Register-MEAL) to pounds 500,000 and the brand’s move to CDP.

Previous campaigns were created in-house or by Charles Barker Glasgow.

CDP already handles Whyte and Mackay Special Reserve whisky.



The CDP account director, Simon North, explained the new tactic: ‘In a

market typified by generic advertising, we wanted to make sure that our

work would stand out. By producing the Jura Herald we can build on the

emotional differences between the Isle of Jura malt and the other

hundred or so malts available.’



The campaign kicks off with a pre-Christmas burst and two editions of

the Herald. Further issues will be printed in the spring and summer. The

campaign was written by Frank Houston and art directed by Jon Tompkins.



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