Sanjeev Jasani, VP, OgilvyOne, New Delhi writes in.
Alcohol is a restricted category where advertising is not permitted. How do you then get consumers to sample single malt and then spread the word. How will the typical surrogate advertising model work here?
In a first of its kind event, over two hours across India, Canada, the US, Taiwan, Sweden, Denmark, Russia and Britain a quirky get-together was held. Whiskey experts, bloggers all, were on twitter for a single malt nosing and tasting session to choose a ‘special 2010 edition’ single malt. Virtual tasting? Not quite.