John St. shows the spicier side of Wiser’s for Corby

Corby Distilleries has launched a national television campaign from Toronto agency John St. – one part sophistication and one part edgy – for the company’s new Wiser’s Spiced whisky label. Three 15-second commercials, which appeared on the brand’s website Tuesday and will debut on television next week, use rapid-fire visual snapshots to give viewers a […]

Corby Distilleries has launched a national television campaign from Toronto agency John St. – one part sophistication and one part edgy – for the company’s new Wiser’s Spiced whisky label.

Three 15-second commercials, which appeared on the brand’s website Tuesday and will debut on television next week, use rapid-fire visual snapshots to give viewers a sense of what to expect from the new Spiced whisky.

Wiser’s Spiced “Wood Carver” from unignorable work on Vimeo.

Each ad starts with a young man describing the “uncompromising taste” of the new blend when his words are replaced first by a clip of something refined like a jazz player and a second clip of a Marilyn Manson-like rocker. All three commercials end with the tagline: “That’s Spiced Up.”

The target audience for the new Wiser’s Spiced whisky is males 21-to-25 years of age, which is slightly younger that the brand’s De Luxe label. It was important that the creative reflect the younger demo, said John St. creative director Angus Tucker.

“We tried to think of the sophistication of Wiser’s DeLuxe with a bit of spice of craziness or edge thrown into it,” said Tucker. “I guess it started with visuals that represented sophistication and craft and what would be the corresponding spice or weird version of that.”

The new product is entering a fairly competitive alcohol category.

“We’ve seen several new entrants in Canada over the past year in this relatively young category, so launching Wiser’s Spiced in a truly breakthrough way will be key to it’s success,” said Joe Delvecchio, brand director at Corby Distilleries, in a release.

Brands Articles

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"