Launching Pōkeno Whisky
Launching Pōkeno Whisky
Last year, we had the privilege of helping to craft the brand story and then launch Pōkeno Whisky- first to Aotearoa New Zealand and then ultimately to the world.
Pōkeno’s premium single malts are unique in that they are made purely from New Zealand ingredients at a purpose-built distillery in, yep you’ve guessed it, Pōkeno.
Our work comprised two distinct stages. The first was to develop a story that captured the brand’s unique sense of place in a way that would resonate with international consumers while remaining authentic to a domestic audience. Then Stage two was to find ways to start to tell this story both directly through Pōkeno’s owned channels and through targeted media.
Our approach
With the commercial focus for the company being on global sales, the biggest challenge in terms of establishing a brand narrative was to play on all the cues expected by an international audience while remaining authentic to New Zealand consumers in such a way that they could feel part of the story, rather than exploited by it.
For New Zealanders, we wanted to invoke pride in how the product celebrated both our culture and our landscape, which we did through the concept of “fearlessly original, naturally different”. Whereas for our internationals, we played on the spirit of the haka by laying down a welcoming challenge with “dare to discover different.”
Leveraging global consumer research, we worked with the Pōkeno Whisky Co to create an intriguing, powerful brand story that appeals to both an international and domestic audience by striking a balance between evocative marketing and cultural authenticity and respect – and continue to support them with media and social media engagement.
Of course, it helps that the product is exceptional, but we’re pretty proud of our role in helping to tell their story.
Scope
· Brand narrative
· Video scripting and co-direction
· Website development
· Media engagement
· Social media management
Results
· 20+ high impact earned features across key NZ consumer and trade media
· Brand established in 20 global export markets
· Finalist in NZTE International business Awards for Excellence in Brand Storytelling and Best Emerging Business
Client view
“We worked closely with Network, who really took ownership of the project, taking our initial brand work and bringing this to life in a way that clearly conveyed the message and values of our brand. This has allowed us to position ourselves clearly in the global premium spirits category as an authentic New Zealand single malt whisky.”
