The Open

Client

Loch Lomond Whiskies

Services
  • Social
  • Campaign
  • Media
  • Film
  • OOH

As the Official Spirit of The Open, Loch Lomond Whiskies needed a campaign that deepened its connection to the iconic golf tournament while building brand awareness globally.

With a wide channel mix and a brand still growing its international footprint, the challenge was to create a proposition strong enough to tie everything together. As the official spirit, how do we convey the spirit of this highly anticipated tournament without it becoming a badging exercise? How do we link the worlds of golf and whisky to show our passion for the game?

Our creative platform drew inspiration from the shared craft, discipline, and patience behind distilling and golf.

The Challenge

Despite its prestige, Loch Lomond Whiskies wasn’t yet a household name, particularly outside the UK. Raising global awareness was a key objective, but without the ability to lean on existing brand equity, we had to work harder to make the connection with The Open feel natural and meaningful.

There was also a creative tightrope to walk. Too much golf, and the brand would get lost. Too much whisky, and the campaign would feel like a sponsorship bolt-on. 

We needed a single, unifying idea that could flex across channels and markets, while delivering a clear emotional connection to both whisky and golf fans alike.

The Solution

We developed a campaign that explored the parallels between great golfers and great whisky makers. Both require mastery, precision and the ability to rise to the moment when it matters most. Over the 5 years of sponsoring the tournament we’ve showcased the unique spirit that each course and community bring to The Open that truly reflects the host location that year. We’ve worked with Colin Montgomerie and Iona Stephen, two world-class Scottish golfers to be our ambassadors for the brand, because who knows more the energy, excitement and passion than those taking part.

Visually and tonally, the campaign struck a balance: warm, confident and aspirational. Our hero creative showcased both product and players equally, with headlines that reinforced the shared values behind each craft.

The campaign ran across a global media mix from digital and social to Out-of-Home, Point-of-Sale and event assets. Our creative, anchored by a consistent brand message, elevated both the whisky and its prestigious partnership with The Open.

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