Showcase Lagavulin as an experience to enjoy with the Dad in your life on Father's Day to drive consumer awareness and sales.
In 2017 Americans were expected to spend more than ever on Father's Day – but not on socks and ties – on experiences.
Last year, Nick and his dad, Ric, spent quality time fishing and saying absolutely nothing. This year, Nick wanted to create another experience, one where he aimed to make the most of a solid hour to expertly craft his ideal Father's Day gift. Using his woodworking skills that he learned from his Dad, Nick crafted a one-of-a-kind ukulele. However, while Nick was doing so, Ric built a piano. The two each play their instruments and toast to each other with a glass of Lagavulin (great taste in whisky is something else Nick learned from his dad!)
My Tales of Whisky Father's Day Round Two content was released via an exclusive with People.com a few days prior to Father's Day. The team then disseminated a multimedia release and outreached to general, lifestyle and entertainment media to drive additional consumer awareness.
Nick Offerman hosted a live Reddit "Ask Me Anything" the Friday before Father's Day, where he engaged in a lively conversation about whisky, wood and fathers.
Drove consumer awareness at the Father's Day gifting season through:
Sales increased 34% in June vs year prior
