Buchanan's Red Seal Experience
The Buchanan’s Scotch Whisky brand stands for prestige and tradition. One of the oldest blends from Scotland it is enormously popular in Latin America. IdeaZeit was tasked with creating an aura of status and prestige around the Buchanan’s Red Seal ultra-premium variant. In response we created ‘The Red Seal Experience’, featuring a tour of Master Blender, Maureen Robinson through Venezuela, Colombia and Mexico.
‘The Red Seal Experience’ was created to inspire guests and give them a deeper understanding of why Buchanan’s Red Seal is so special. Moving through a series of five different elements, each highlighting a key attribute of Red Seal, ‘The Experience’ took place in suitably unique venues evoking the Red Seal brand values, conveying a sense of luxury and exclusive access.
Designed to bring greater awareness of Buchanan’s Red Seal to the affluent consumer target audience for this esteemed Scotch, IdeaZeit created a set of entirely new elegant creative for the brand: stationery design, invitations, collateral and a new press kit. The highlight of the program was a custom made 8-minute film of the life and times of James Buchanan, written and directed by IdeaZeit and shown as a special screening during each event. The film was so popular it has evolved into several new versions designed for consumer events and training. The campaign resulted in renewed interest in the variant as well as significant media coverage.