How to renew consumer appeal for the smokiest and most peaty single malt in the whisky world ?

Challenge

To renew interest in Ardbeg, the most peated and smokiest single malt in the whisky world.

Solution

The Be Dandy agency has imagined a plant prison, composed of intertwined branches to evoke the aromatic power of Ardbeg, the enfant terrible of whisky. The box is hollowed out and depicts the birth of Ardbeg in the heart of the wilderness. An unusual promise of tasting, a glass is proposed in addition in the heart of the same packaging.