We created these little stunts to drive trial and create awareness around the newly-launched William Lawson’s scotch in South Africa.
Non-William Lawson’s drinkers received a penalty card from the promoters as well as a tasting of the scotch. They were then handed a red card, which was exchangeable for a complimentary William Lawson’s.
We activated these during major international rugby games and they indeed went down a treat with fans of both scotch and rugby.
