B Corp certified Bruichladdich Distillery has unveiled a landmark through-the-line campaign for its flagship Bruichladdich single malt whisky, The Classic Laddie, following a values-led rebrand last summer. Working with long-time creative partner Thirst, the ‘Not Your Classic’ campaign marks a step-change for the brand as it continues its mission to challenge the traditionally serious cues of the whisky category.

At the heart of the campaign is the idea that while it may be called ‘The Classic Laddie’, there’s nothing classic in the way Bruichladdich looks or how it behaves.

An age of individuality

Gareth Brown, Global Marketing Director at Bruichladdich Distillery, says: “Bruichladdich’s The Classic Laddie is already known for its distinctive look and attitude. Our bottle and packaging encapsulate everything we represent as a single malt Scotch whisky brand – embodying our positive, purpose-driven philosophy and mission to challenge convention within the whisky industry.

“We’ve always gone against the grain when it comes to The Classic Laddie. Our aqua bottle stands apart on back bars and in shopping aisles, and the ‘Not Your Classic’ campaign is an extension of this progressive, playful nature.

“Consumers are looking for conscientious brands that are not only sustainable and socially responsible, but also reflect their appetite for joy and delight. People are at the heart of everything we do at Bruichladdich, and the campaign reflects the accessibility and fun at the heart of our brand.”

“We found ourselves questioning when we last smiled in the whisky aisle,” says Matt Burns, Executive Creative Director and Co-Founder at Thirst, “and the answer is probably never. It’s a sophisticated, conservative category, and can often feel inaccessible to new audiences. Whilst there have been some positive movements with the recent whisky renaissance, this serious attitude still pervades the category.

“As a true pioneer and changemaker, Bruichladdich is perfectly positioned to challenge this status quo. So, the question then became, how can we offer a bolder, more playful and unexpected choice to whisky drinkers everywhere?”

Not Your Classic outlook, thinking, attitude, whisky

The result is a campaign centred on three powerful ‘irreverent heroes’ – Outlook, Attitude and Thinking – each seeking to dispel the traditional notions associated with whisky.

Whether an octogenarian at a roller disco, defying conventions with her youthful, confident energy and enigmatic charisma; a distinguished man reclining on a velvet couch, comfortable in his own skin as he sips whisky from a pineapple; or a young woman savouring a dram with a book in the quiet of night, each scene challenges preconceptions of what a ‘typical’ whisky drinker looks like.

Working closely with LA-based photographer Justin Bettman, renowned for his captivating conceptual compositions and flair for visual storytelling, the three characters were brought to life using his unique, cinematic style. From aqua hues in the scene decor to hidden, ‘Easter egg’ elements, Bruichladdich’s core identity is introduced in layers for moments of discoverable storytelling.

Photographer Justin Bettman says: “I was very excited when Bruichladdich and the Thirst team reached out to me to help bring the ‘Not Your Classic’ campaign to life as it felt fresh and new, disrupting a conventionally ‘safe’ category.

“I was briefed to help create three unique characters and their worlds as they experience moments of joy in unexpected ways. After a lot of fun brainstorming sessions and careful consideration, I’m really happy with where we landed with our casting, custom in-studio set design, lighting and wardrobe for Outlook, Attitude and Thinking. For me, it is the perfect balance of quirky and relatable.”

Whisky as unique as those who drink it

Building on the witty irreverence synonymous with the Bruichladdich brand, ‘Not Your Classic’ seeks to bring a more playful, tongue-in-cheek tone of voice. “We wanted to speak to the consumer in a way they’d never been spoken to before,” says Burns, “empowering them to experiment with whisky in new and exciting ways that feels right for them.

“Together with Bruichladdich, we’re on a mission to demonstrate to the industry that there is another bolder, more enjoyable way that whisky can behave – and that starts with celebrating the innate unconventionality of all drinkers.”

‘Not Your Classic’ goes live this month across social channels, with a full through-the-line campaign and on and off trade activations rolling out this summer in all markets. People should also look out for OOH and digital elements, which will further play on Bruichladdich’s mission to make drinkers smile in the whisky aisle and beyond.

This campaign is the latest evolution of the Bruichladdich brand, which began a transformative journey three years ago to become the most values-led spirit in the world.

In doing so, the brand has relinquished its secondary packaging and introduced a striking new bottle, containing 60% recycled glass content and designed to reduce packaging CO2 emissions by 65%. Most recently, Bruichladdich launched a new range of high-provenance, high-age statement whiskies featuring a category first, fully recyclable moulded outer wrap, made from 100% green energy and recyclable paper;and continues to diversify its barley growing programme in a bid to champion flavour, provenance, and soil health.