Knights is a low priced, locally produced South African whisky, one of only two locally distilled whiskies on the market. Until now its market share has been mainly due to its keen pricing, and while the brand has won several International Wine and Spirits awards, its pricing indicated poor quality. The brand lacked inspiration as well as aspiration.
We believed that we should celebrate, rather than relegate, our South African origins and that we should build Knight’s appeal by tapping into the aspirations of our emerging nation and of the emerging whisky drinker. Our campaign celebrated authentic South African talent – saluted by an authentic South African whisky. The campaign encourages young, up and coming South Africans to showcase their talents by means of a documentary style exposure – through television, website, mobile, on-consumption and off-consumption activations.
Our client, Keith Clark, MD of Henry Tayler & Ries, sums up where we are in the early stages of this campaign’s exposure: “The thinking OFyt put into the Knights Whisky re-positioning was exactly what the brand required. Fresh and totally focused on gaining us a foothold in a new and emerging market in a massively competitive category. All initial indications from the trade are that the Knight’s repositioning is working well.”