Direct Marketing: Last Great Malts
by Mr President for Bacardi
Bacardi-owned Dewar & Sons - best known for blended malts - turned to agency Mr President to spread the word about its five-strong single malts. The result was email programme Last Great Malts, which featured “beautiful and intriguing” communications to tell whisky enthusiasts about the malts and when they would be able to try them. Results included sign-ups in 31 countries and a click-through rate of 18% versus a 3% industry average. In the UK, 70% of click-throughs were directly to a retailer where the malts could be purchased.