VF! partnered with Diageo to launch HAIG CLUB Clubman
VF! was asked to roll out the activation, the in-store and on-trade branded display elements for the launch of HAIG CLUB Clubman in South Africa. The brand is endorsed and in partnership with David Beckham who also attended VIP functions during the launch.
Built on nearly 400 years of distilling heritage, HAIG CLUB Clubman is a single grain Scotch Whisky that is realised in a radical new way. The versatility and style of Clubman fits perfectly into a lifestyle of people who want to enjoy the best.
The design team worked within the brand’s established global language, but developed it to include local relevance for an image-conscious middle class who is on-trend and forward thinking.
The design execution relied on the unique bright blue square bottle and people who want to enjoy the best.
VF! created the right touch points to introduce and build consciousness of the brand through visibility and education – enough to create a level of inspiration and even theatre, especially in the way in which the drink is served in a bar or nightclub environment.
The HAIG launch successfully delivered various touch points that supported a premium, celebrity-infused event. Branded 3D elements were rolled out across retail outlets and lifestyle environments under tight timelines and secrecy to benefit from the element of surprise.