Today the first print advertising campaign for Diageo’s new Haig Club Clubman whisky was unveiled. The new whisky, whose brand ambassador is sports superstar David Beckham, was announced last month (see the August issue of Wholesale News) and has already received accolades from whisky experts for its taste, according to brand owner Diageo.
The print campaign was photographed by award-winning fashion photographer Glen Luchford “who brought an engaging, contemporary aesthetic to the adverts that reflect the stylish take of Haig Club Clubman on Scotch. David Beckham is pictured holding a Haig Club Clubman mixed with cola, sharing a moment with friends against the Miami skyline at dusk.
Ronan Beirne, global marketing director for Haig Club commented: “These adverts aim to disrupt the status quo of the perceived places and occasions people choose to enjoy Scotch and spotlight our latest variant as a brand rooted in style and sociability. This unique approach is how we will continue to drive the vibrancy and momentum of the category.”
David Beckham commented: “Working with Glen to bring our vision for Haig Club Clubman to life was fantastic. We are excited to continue the legacy of the House of Haig and introduce this amazing new whisky to the world.”
The advertisements will begin to roll out this month. Haig Club Clubman is available in 70cl bottles with an RRP of £25.
A behind-the-scenes video can be viewed here (requires age verification).