JJ Whitley

a cocktail for success

  • services
  • Marketing & brand strategy
  • Animation
  • Film
  • Design
  • Photography
  • Social Media
  • PR
  • Web Development

What started as a brief to take NPD into a supermarket, launched into a brand transformation journey for JJ Whitley. The Halewood International-owned vodka brand was experiencing steady sales through its off-trade channels, but was experiencing an identity crisis, struggling to position itself in the market. The journey began with our proprietary tool to create and activate high-performance brands.

Finding the winning space

We started with reviewing the brand messaging of the key competitors, alongside with market trends to allow us to pinpoint the winning position in a crowded vodka space. Next, we clearly defined the key target audiences for the brand, creating key personas and purchase drivers. Finally we defined the brand personality, brand differentiators and brand promise territory.

Our creative team used these insights powerfully tell the JJ Whitely brand story and entice consumers to give their remarkably great tasting vodka a try. A multi-channel campaign launched across traditional and digital platforms, including outdoor, social and PR.

75+

Assets created for multi-channel delivery

High-impact and reactive above the line advertising

The way in which JJ Whitley work is to be reactive to the needs of its stockist retailers, NPD and above the line media opportunities. This means we’re always on-hand, being reactive to the business’ needs when it comes to advertising and comms.

The approach we had in place to allow this, was a set of key visuals that could be developed quickly depending on the message that needed to be delivered. After identifying a vision for the brand it allowed us to be more agile and react quicker when it came to advertising creative.

1.23m

Impressions delivered across all social activity

A content-first social strategy

After the brand work was complete, we worked closely with the team at JJ Whitley to devise a new social strategy that would help the brand standout amongst its competitors.

This involved shooting a series of ‘how-to’ cocktail tutorial videos featuring the vodka range as well as producing a whole host of vibrant seasonal photography. We also began influencer outreach to get the product into the hands of those influential to the target audience, gifting the vodka out to key digital creators to post about on their own social accounts.

Our in-house video team is set up to deliver reactive social video content and as a result we can produce high-quality short-form video for the likes of Instagram Reels and TikTok. This is a key part of the strategy for JJ Whitley to ensure the brand is connecting on platform with its communities and the younger end of its target audience. Our team has its finger on the pulse when it comes to scouting out trending sounds and audio across platform, so we can ensure the video produced is native to platform and stands out above JJ Whitley’s competitors.

20%

increase in engagement over previous period

364k

Engagements across all key audience segments