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

Airbnb names North Strategic PR agency of record

U.S.-based online hospitality company works to build awareness in Canada

CTV’s content-driven approach to PR

Pairing traditional press releases with quirky, Buzzfeed-inspired lists

Home Depot data breach brings class action suit

Big box retailer joins others dealing with life after the hack

Campbell Company gives soup products a facelift

Heritage brands reformulated and repackaged for contemporary tastes

‘Crave More’ attempts to make PC a lifestyle brand

New campaign from John St. asks a lot of questions

DDB Canada is a good fit for Nordstrom’s shoe campaign

Agency's Calgary campaign impressed the U.S. marketers

Ethnic insights at the heart of a total market strategy

Asking 'which cultural group should I target?' may put you on the wrong path