Good Things Come in Three’s with Auchentoshan Whisky

The single malt whisky category is a highly competitive market in Southeast Asia, driven by a sophisticated and discerning Asian consumer. Auchentoshan faced the challenge of establishing its presence in this market, where well-established brands dominated the category. 

Through research, VCCP discovered that entry-level consumers, who were just beginning to appreciate single malt whiskies, felt excluded from the category. These consumers were keen to experiment with single malt whiskies that stood out from traditional options. Leveraging this insight, VCCP developed a simple mission statement: to help Auchentoshan standout in the very competitive single malt category. 

VCCP launched the campaign 'Good Things Come In Threes' across Southeast Asia. The hero product is Auchentoshan’s Three Wood which is known for its strong quality and taste credentials. The campaign uses a three-part-formula which celebrates the unique distillation process, the brand's personality through the tasting notes, and the different occasions whereby people can savour Auchentoshan. The campaign spans both offline and online channels. 

Rayern Goh, senior marketing manager of Auchentoshan added, “This campaign really showcases the unique qualities of our brand. The team really got under the skin of the audience, and our brand which has led to the strength of the communications. I cannot wait to continue to develop further activities to get the message out there” 

“Auchentoshan is a unique challenger in the world of single malt,” said Andrew Hook, executive creative director of VCCP. “From the get-go, we knew we wanted to steer clear of category cliches, the classic, buttoned-down whisky look and feel... you know the drill. So, we built our campaign around a fixed-but-flexible line construct, bold colours and punchy typography. With this foundation in place, we’re now developing an expansive range of assets, across a variety of channels, allowing the brand to breathe new life into the category and establish its distinctive new personality.”