Whyte & Mackay Signs Lions Ambassadors
Whyte & Mackay has announced Stuart Hogg (Scotland), Conor Murray (Ireland) and Elliot Daly (England) as ambassadors alongside former Lions star Adam Jones (Wales) for The Lions Tour in New Zealand.
The partnership with the Lions is the first of its kind for the brand, with a two-minute ambassador film kicking off the campaign across the UK. Working with creative agencies, Punk and Wire, the campaign takes a view around the fact that, for the period of the tour, four normally rival countries come together.
The brand will have activation in more than 600 bars and pubs, as well as a limited edition on-pack Lions glass in grocers. Throughout the tour the brand will release additional films offering prizes – both on pack and via digital media.
Ruairi Perry, head of blended whisky brands at Whyte & Mackay said: “The Lions are the best of the best, selected from the four nations – an ethos that parallels Whyte & Mackay’s blending process: bringing the finest single malt together with grain whisky in a unique triple maturation process to create a surprisingly smooth blend. It makes perfect sense for us to partner with the Lions Tour.
“We have been on a fun mission to help smooth things over and celebrate each other’s heritage – well at least for the duration of the Lion’s Tour – and we’re excited about engaging with existing and new Whyte & Mackay drinkers throughout the campaign.”
Former British & Irish Lions rugby player Adam Jones, said: “As soon as we pulled on that special Lions shirt we knew we were one team, our differences were set aside, so it’s been great working with Whyte & Mackay to smooth things over and unite in a humorous look at each other’s nations.”
