Guest Podcast: How 'Well Earned' Earned 'The Woodsman' New Energy

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Guest Podcast: How 'Well Earned' earned 'The Woodsman' new energy - The Chutes

3d ago 38:19

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🪂 Welcome to The Chutes 🪂

The marketing awards for brands and agencies of all shapes and sizes where, uniquely, the work that works, is the work that wins.

It’s time to announce the inaugural winner of The Chutes awards which goes to…

The Woodsman Whisky & Mr President for ‘Well Earned’.

And now, for an acceptance speech that’s a bit more acceptable, we're here with Jaimie Anderson from Whyte & Mackay and Lillie Price from Mr. President to explain exactly how they created the work that worked.

The objective

To attract a new audience of consumers and bring fresh energy to the category by positioning it as fun and sociable. Designed as a Scotch that behaves like a bourbon, Woodsman whisky was uniquely placed to stand apart. It offered something different to the category, appealing to a younger audience of drinkers who enjoy mixing their drinks.

Traditionally, the whisky category is known for adhering to familiar tropes, often leaning into a more formal tone rooted in heritage and seriousness. Woodsman set out to break that mould, injecting a sense of playfulness and modernity to resonate with a new generation. Enter Barry the Beaver: a rugged puppet character who, after a long day of gnawing trees and building dams, kicks back, relaxes, and enjoys a glass of The Woodsman whisky. Defying all category conventions, The Woodsman faced a polarising challenge: they had something new, creative, and completely distinctive within the whisky category, but would consumers respond with the positivity needed to drive long-term commercial growth?

The results

On System1’s Test Your Ad platform, The Woodsman achieved an impressive 4.8-Star Rating and exceptional short-term sales potential, ranking it among the top five spirits ads of all time and the number one whisky ad in System1’s Premium database. This campaign’s success in testing translated directly to commercial impact, propelling The Woodsman into the Top 10 blended whisky brands and exceeding its 20% growth goal by an additional 15%. Driven by data, insight, a clear strategy, and emotional resonance, this campaign stands as a testament to a brand that is both market-oriented and unafraid to challenge the status quo.

Despite Barry’s “gnarly” appearance, he is a beloved character who resonates deeply with consumers. System1’s emotional FaceTrace© reveals that his presence evokes surprise and joy, leading to a notable increase in positivity. This positions the Woodsman perfectly to continue leveraging Barry in their communications. A distinctive and well-received brand character is truly one of the most valuable assets a brand can have!

Extra resources:

Write up: https://system1group.com/ad-of-the-week/barrels-beavers-brilliance-the-worlds-best-whisky-ad
System1 report: https://report.testyourad.com/report/23122294-7b86-474c-8c3c-9dff36db228d
Watch the ad: https://www.youtube.com/watch?v=MQPELZriAs0

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