Talisker is a single malt whisky made on the shores of Isle of Skye, one of the most remote, rugged, yet beautiful landscapes of Scotland.
Talisker asked AWB to assist in increasing coverage and reach for the brand across both traditional media and social media platforms, with the goal of increasing sales for both the original Talisker whiskey and the Talisker Skye and Talisker Ten products.
Combining the travel trends of adventure tourism and food tourism, we wondered what would be possible if we invited Scandinavians to explore the region that is usually largely unexplored. What if we could invite people to explore their natural surroundings while embracing the origins of Talisker?
What we did
We developed the exploration guide entitled Scandinavian Detours to include various adventures from Sweden, Norway and Denmark. In connection with the guide, we also opened temporary restaurants in the heart of the natural countryside with Swedish chefs Filip Fastén and Joel Åhlin, in both Sweden and Denmark.
The Scandinavian Detours project was well received by the media with a total reach over 13 million people in Scandinavia. The pop-up restaurants were fully booked, with 80 guests combined in Sweden and Denmark.