The Macallan

You’re the world’s most expensive single malt whisky, looking to recruit a new generation of aspirational whisky drinkers in Nigeria and South Africa. You don’t advertise ATL and you prefer to create meaningful experiences with new consumers. What do you do?

You work with Pilot Fish Media to build a community online and promote your offline activities. You develop beautiful creative to showcase your key expressions and introduce new ones to carefully targeted potential new customers. You reach people you might otherwise never have reached and encourage trial of your peerless single malt in markets that are hungry for luxury.