IED X STOCK SPIRITS
WHAT YOU DRINK TELLS YOUR STORY
CHRISTMAS ACTIVATION STRATEGY
CHALLENGE
Design a distinctive Christmas 2025 activation for Clan Campbell that stands out on shelf, competes with major gifting players, and increases awareness and rotation across online and offline channels, without altering the packaging.
PRIMARY RESEARCH
ITALIAN RESIDENTS
AGES 18-45
154
QUANTITATIVE
SURVEY RESPONDENTS
6
PARTICIPANTS FOR FOCUS GROUP DISCUSSION
12
ONE-ON-ONE INTERVIEWS
LIMITATIONS
Slight to zero whiskey culture in Italy
Refraining from mixology
Packaging cannot be changed
ACTIVATION PILLARS
TELLING
STORIES
Revealing the authentic voices of the season, turning real people’s words and rituals into the foundation of Clan Campbell’s brand world.
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Telling Stories is about shaping how Christmas is perceived by revealing the personalities, experiences, and identities behind what people choose to drink.
It was done to build emotional relevance by showing that whisky isn’t just a beverage but a reflection of someone’s real Christmas character and story.​
RESULT
The project resulted in:
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A cohesive Christmas activation ecosystem that translated Clan Campbell’s brand idea into both storytelling and participation.
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Combining narrative-led visibility with interactive digital and physical experiences.
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Positioning the brand as a cultural and social expression.
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Driving awareness, engagement, and relevance among target audiences.
OTHER PROJECTS
