NPD / British Airways X InchDairnie
To celebrate the 100th anniversary of British Airways, I created the Centenary Cask concept and product – a limited edition Scotch single malt whisky laid down in the airline’s centenary year - available by the cask only.
As Creative Director, I developed the product strategy and concept, wrote the copy and oversaw production of product branding, developed creative for a suite of posters for an experiential installation in the airline’s First Class Bar at JFK Airport complete with whisky tastings, a website driving signups for interest in the product, created Centenary Cask whiskey coasters, and a PR video celebrating the partnership.
Cult of the Century.
While developing the Centenary Cask brand, I explored themes of reverence, evolution, technology and gravity - themes that find commonalities between both brands. I created a positioning built around the ideas of Delicious Anticipation and building the Cult of the Century. A secret you can’t share for over a decade. A moment in time suspended. A taste of a fleeting season. A story from field to cask. An innovative startup. A religion for an exclusive club. This positioning played out into the development of the brand, design and copy.
An excellent vintage.
The partnership received wide coverage in the drinks press, the website had a 25% conversion rate with over 400 enquiries generated for Centenary Cask sales, and multiple casks were sold to customers around the world.
Something to remember.
Cask were priced at over £12,000 each, making this a luxury product perfect for celebrations and special occasions. The whisky will be ready in 2031. The airline plans to serve it onboard in that year. The cask buyer can mature with the whisky and meet the team behind it. It’s the opposite of instant gratification and a romantic, slow moving concept in this fast-moving age.
Credits
Jonathan Gilbert
- Creative Director
- Executive Producer