Case Study:

Currys: One man's trash is another man's treasure

Challenge

Each year, shoppers unintentionally waste £1.2 billion on mismatched gifts, with alcohol often neglected. Whisky gifting was particularly challenging due to widespread confusion among gifters about what makes a good whisky choice. Benriach aimed to address this gap, educate consumers, and grow their market share, all with a limited budget of £100k.

Solution

Benriach launched the UK's first whisky amnesty campaign, collaborating with Buzzfeed to create an engaging, three-part initiative:

  1. The Curtain Raiser – Animated videos educated gifters on whisky nuances and encouraged those with unwanted bottles to consider an exchange.
  2. Whisky Whispers – Influencer-led street interviews shared humorous and relatable whisky gifting stories while introducing the Benriach brand.
  3. The Grand Exchange – A festive Soho event where participants exchanged misfit whisky gifts for Benriach The Original Ten, with immersive tastings and mixology experiences.

Results

  • Boosted brand awareness and perception.
  • Achieved record-breaking social media engagement.
  • Increased market share more than direct competitors.
  • Surpassed sales targets, driving significant growth.
  • Enhanced purchase intent and online traffic to Benriach's platforms.