COMMS STRATEGY, CONCEPT, CREATIVE DIRECTION, COPYWRITING

Only 5% of advertising is targeted at the over 50s. They’re either being forgotten about, or ignored. But most Whyte & Mackay drinkers fall firmly into that age bracket. So what you going to do? Follow suit like a category lemming and create a campaign that ignores your target audience and the realities of life? Or create a campaign that celebrates and champions your over 50s audience and the way they’re still living life to the full?

Smoothly Does It was created to let our worldly-wise drinkers know that we saw them, appreciated them, and understood that they still enjoy a good laugh (and a good drink) with their pals above all else. There’s plenty of life left in these old dogs yet…