Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
Liquor distributor Schieffelin & Somerset is hoping JWT Digital will help jump-start the lagging Scotch category with a new site for its J&B brand. The site launched last week, supporting J. Walter Thompson’s national offline effort for J&B, which broke in April.
Located at www.liquorfairy.com, the new site is not to be confused in either its target or its demeanor with J&B’s more traditional site: www.jbscotch.com.
The new site targets the 20-something beer drinker, said Michael Kramer, brand manager for J&B at New York-based S&S.
The media plan’s attempts to hit that demographic include partnerships with satiric online newspaper theonion.com
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in