The Challenge
How do you properly disrupt the traditions of the whisky category?
The Tension
SMOKEHEAD are ‘intelligent rebels’ but beyond the whisky they’ve been a bit light on rebellion of late.
Our Point of View
The whisky glass remains very traditional, some would say old-fashioned. So looking through our rebellious lens we challenged ourselves to redefine the whisky glass.
THE RESULTS
+32%
UK Off Trade Mat Value growth
84%
increase in our monthly follower growth rate
216%
increase in organic engagement
176%
revenue uplift over the previous period
336m
estimated reach - the Smoke Mask was featured in GQ, Scottish Grocer, Shortlist, Robb Report and Whisky Magazine!
89%
increase in the European database