Whisky maker Whyte & Mackay chooses Manchester’s BJL for brand makeover

Manchester-based creative agency BJL has been chosen develop a new communication strategy and brand proposition for the makers of Whyte & Mackay whisky.

Set to be unveiled later this year, the campaign’s opening will coincide with the introduction of a new label and packaging design for the Whyte & Mackay brand.

The director of BJL, Paul Bentley, said: “This is an exciting opportunity to join a strong team with big brand ambitions and we’re very much looking forward to playing our part in Whyte & Mackay’s future.

“Stepping out of the category norms of ‘heather and weather’, we’ll be working with Whyte & Mackay to create work that surprises.”

With the new look, Whyte & Mackay is aiming to increase its market share and change consumer perceptions of blended whisky.

The marketing director of Whyte & Mackay, Steven Pearson, commented: “We were immediately impressed with BJL’s understanding of the brand and the blended whisky category.

“They used the insight and information we provided and applied their knowledge, thinking and creativity to come up with an exciting campaign which we believe will engage our consumers and increase awareness of the brand.

Steven added: “We look forward to launching the campaign in the autumn and working with BJL in the future.”

BJL, which is based on Quay St in the centre of Manchester, has previously worked with Asda, Subaru and UK-based paint manufacturer Crown.