One brings a sweet honey and nutty aroma to the senses, incorporating just a hint of dark chocolate.

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Two brings an aromatic infusion of wild herbs, heather, honey and orchard fruits to the senses.

Three brings a major influence of oak and vanilla with an underlying honey sweetness.

Four brings a full aroma of well-balanced oak to your senses with a hint of citrus orange.

Five brings a perfect blend of honey to your senses with delicate notes of unripened pumpkin.

Brief The brief was to produce, package and promote a blended scotch whisky. Previous whisky packaging had stayed too traditional and needed a 21st century upgrade.

Audience The target audience was the international female. Specifically fashionable women over 25 looking for a new, bespoke and sophisticated alcoholic beverage.

Resolution A range of whisky’s each with a unique aroma. Women tend to have an incredible, wonderful sense of nosing and tasting and they traditionally, in many studies, outscore men in their ability to identify aroma and flavor.

Ben Harwood - Aroma Whisky OUGD 203

Digital Presence A website was created for the Aroma brand to give it a digital presence and an area where the consumer could find out more about the product.

1. ‘Our range’ lists the full range of original Aroma whisky’s, by clicking a bottle more information will be provided. 2. Once the bottle has been clicked the user will be shown information on the aroma, the taste and the distilling of the particular bottle.

3. ‘Our Cocktails’ features a cocktail of the month section where the user can learn how to make delicious aroma whisky cocktails. 4. ‘Publication’ allows the user to view a unique publication showing limited edition bottles by Aroma.

A R O M AHome Our Range Our Heritage Our Fashion

Aroma I Aroma II Aroma III Aroma IV Aroma V

Home Our Range Our Heritage Our Fashion Our Cocktails

Aroma I Aroma II Aroma III Aroma IV Aroma V

One brings a sweet honey and nutty aroma to the senses, incorporating just a hint of dark chocolate.

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TASTING NOTES AWARDS

Home Our Range Our Heritage Our Fashion Our Cocktails

Spring 2012 Summer 2012 Autumn 2012 Summer 2012 Publication

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Home Our Range Our Heritage Our Fashion Our Cocktails

Spring 2012 Summer 2012 Autumn 2012 Summer 2012 Publication

Cocktail of the MonthIngredients:

Glass: Highball Garnish: Grapefruit twist50ml Aroma One25ml Fresh grapefruit juice15ml Sugar syrup10ml Soda water

Great drink for parties and events - it can be easily made in jugs if required.

How to make:

Shake all ingredients vigorously with ice and double strain into highball glass. Top with soda.

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Ben Harwood - Aroma Whisky OUGD 203

Collaboration Aroma collaborated with fashion designer Stella McCartney to produce a truly bespoke set of limited edition bottles of whisky each with an aroma appropriate to a season.

Packaging Packaging design was inspired by the Autumn/Winter/Spring/Summer 2012 catwalks by Stella McCartney to make the brand current and appealing.

PublicationA publication was produced outlining information regarding McCartney’s various collections and the distinct aroma and price of each bottle of limited edition whisky.

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Ben Harwood - Aroma Whisky OUGD 203

Promotion Both printed and digital media will be used to heavily promote the brand. The slogan ‘satisfy your senses’ will acompany the majority of the promotion to help give the brand more of a memorable image.

Editorial Aroma will have double page spreads in popular female magazines like Vogue, Cosmopolitan and Woman and Home where information about the brand and interviews with female celebrities will effectively promote the whisky.

Social Media Social media will play a big part in the promotion of Aroma. Adverts within Facebook will allow the brand to directly target their audience through the consumer’s profile and interactivity.

SATISFY YOUR SENSES...

WE HAVE COLLABORATED TO BRING YOU A LIMITED EDITION BLENDED SCOTCH WHISKEY FOR THE SPRING SEASON

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INDULGE IN LIGHT FRAGRANT HINTS OF VANILLA

AND OAK WITH AROMA’S SPRING 2012 EDITIONINDULGE IN DELICATE NOTES OF UNRIPENED PEAR &

HINTS OF OAK WITH AROMA”S SUMMER 2012 EDITION

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Ben Harwood - Aroma Whisky OUGD 203

Point Of Sale Aroma will have a very distinct image in regards to point of sale. Only reputable outlets will be able to stock Aroma and shop displays will be provided by the brand to improve its consistency.

Shop Displays In regards to the original Aroma whisky’s there will be a stock shop display featuring the logo and slogan. The limited edition whisky’s will have their own, more exclusive shop display to add desirability.

Harvey Nichols One of the major outlets of Aroma will be Harvey Nichols, not only are they a reputable outlet but they tend to stock a wide array of spirits varying in degree’s of exclusivity.

H A R V E Y N I C H O L SA R E P R O U D T O S T O C K

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Ben Harwood - Aroma Whisky OUGD 203