Passport scotch
global advertising campaign

How can you reinforce product quality cues for a ‘standard’ whisky brand?

Passport is a colourful, affordable ‘everyday’ brand, rather than an expensive prestige whisky. But in key markets like Brazil and Mexico, the Passport team needed drinkers to appreciate their whisky’s superiority as a proper Scotch, compared to lesser local spirits brands.

We worked with semiotic researchers on the ground in Brazil & Mexico to map out the many different signifiers of ‘quality’ found in South American culture.

This gave us a strong visual grounding from which to build our new ATL campaign. Our simple, flexible creative approach was designed to establish the brand as an imported Scotch whisky, made with great quality.

Passport’s whisky-making efforts always lead to quality moments with their friends and family (even when local market regulations prohibit showing people in campaign comms!).

This ‘product quality’ campaign was designed to go global, and travel to standard spirit drinkers worldwide. The simplicity of this concept meant it was been easily adapted for other markets like Angola.