The Halo Group, a New York City based branding and marketing communications agency, announced they have been selected by International Beverage USA, one of the industry's most dynamic global drinks businesses, to elevate the profile of their Speyburn Single Malt Scotch Whisky brand in the U.S.
International Beverage offers a beverage portfolio that is led by a range of high quality Scotch whiskies and includes some of the fastest growing and most prestigious beers and spirits on the market today.
"We are excited to be partnering with The Halo Group and are confident that the agency will help achieve our objectives of continuing to build equity in our Speyburn Single Malt Scotch Whisky brand in the U.S. while introducing the brand to new consumers during key purchasing and gifting periods and strengthening trade confidence in the total Speyburn portfolio," said David Lind, Vice President Marketing at International Beverage.
Halo's first assignment is to promote Speyburn, a single malt scotch whisky with a rich Scottish heritage, through the launch of their first consumer campaign, "It's a Start." Geared toward an American audience, Halo will be responsible for handling creative concepts around a Father's Day promotion where the objective is to target sons/daughters and position Speyburn as the go-to gift for dad.
"For the brand to grow its consumer base beyond a largely older male audience, the program must strategically target younger men and women. That's why we believe the Father's Day promotion will resonate well with the key audience and increase consumer engagement with the brand," said Linda Passante, CEO/Co-Founder, The Halo Group.
Through inspirational creative, Speyburn will offer a fun, easy way to take the first step in connecting with dad on Father's Day. The program will aim to capture the attention of national distributor partners & national retail customers with impactful Father's Day programming that will win floor real estate and display space. The campaign will include in-store, print and other promotional giveaways.
"Through this promotion, we are appealing to gift buyers who want to 'reconnect' with dad. Gifting Speyburn Single Malt allows them to share a moment and reflect on some fond memories of growing up which is what the campaign 'It's a Start' taps into and what we believe Father's Day should be all about - reconnecting and spending time together as family," Passante said.
