Reconsidering the value of twitter in A premium space

The Challenge

With the launch of a new limited edition blend: The Royal Salute 29YO Pedro Ximénez Sherry Cask, Royal Salute were keen to build significant buzz and intrigue around its one-of-a-kind scotch with a Spanish influence.

There was a belief that Twitter was primarily for brand maintenance and hygiene, so using the platform to support important activity such as this product launch had never been considered.

The Solution

Bringing Twitter to the party.

The launch campaign utilised two Tweet formats — Conversational Cards and Polls — to launch the new blend.

The formats focused on encouraging people to engage with the brand, either by voting in a poll about their favourite whiskey flavours, or by generating a pre-populated tweet to reveal the new blend; the pre-populated tweet would be retweeted onto other user profiles, increasing brand awareness and creating a buzz around the launch.