Case Study: The Woodsman Whisky breaks whisky category codes and doubles market share with System1

The Woodsman Whisky - Customer Case Study

The Woodsman Whisky, a brand from Whyte & Mackay, faced the challenge of breaking into the UK's traditional blended whisky market to attract a younger audience. The category's conservative advertising, which typically scored low on emotional response, presented a significant barrier to growth. To understand the potential of a new creative approach, they utilized the System1 Test Your Ad platform.

Working with their agency, the solution developed with System1's insights involved creating a distinctive brand character, Barry the Beaver, to convey a more relatable and humorous message. The resulting ad achieved a top-tier 4.8-Star Rating on System1's scale, indicating exceptional long-term potential. This success translated directly to commercial impact, with the brand exceeding its growth target by 15% and entering the market's Top 10.

The Woodsman Whisky

Janice McIntosh

Marketing Director