For many years, Edradour was the smallest whisky distillery in Scotland, and their marketing budget was correspondingly on the wee side. When I was asked to look at their website and marketing strategy I decided that their smallness was their biggest asset.
I therefore devised a campaign with the tagline of ‘Enjoy Life’s Small Victories’ and wrote some short stories on that theme that were used as introductions to the website – a teaser line like the one shown leading to a simple story (which naturally involved sharing a dram of Edradour). As well as this one about fishing, there were stories involving chess, shooting, golf and stone skimming. The campaign was very popular and ran for over ten years.
{Sample story]
“The trout begin to kiss the surface.
And sometimes fishing is about more than catching fish…”
A balmy July evening when just to be out on the river was a pleasure, and never mind the trout.
The evening rise was a little slow to arrive, as reluctant as the sky turning f4rom day, but I was in no hurry. Till after an hour or more the trout began to come up, kissing the surface in ever-increasing circles.
But could I get a touch? Not a thing.
Now, my guess was that they were after the Yellow May Spinner. And of course I had one in my fly box, just the one, but broken. That was from teaching my young nephew to cast in the garden – no barb and no point. No point whatsoever in using it then.
Or was there?
I tied on the hookless fly and cast it out.
There was a confident swirl almost immediately. The line tightened briefly; then, of course, nothing.
I smiled. Point proven. Oh well, there’s always the one that won’t get away – a dram of Edradour.
Edradour
Enjoy life’s small victories.
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