Create a locally resonant campaign for J&B whisky that would appeal to a younger consumer set than before, focused specifically on its taste as differentiator.

Under our newly launched Dare to Be Rare platform, we launched a taste campaign titled "Iyazehlela. End of story." The phrase "iyazehlela" is a local Nguni language expression meaning "it just goes down so well", popular with our audience. We adopted it and added "end of story" indicating that that is all you need to know about J&B. No other reason or rationale is required, thereby directly pushing up against competitors who use image, age of liquid or influencers or other factors to gain cred.