Our job was to rewrite the narrative around Scotch, introducing a smaller, more accessible and more affordable format to a brand-new audience.
Small-format consumption was already part of everyday culture in India, but it looked very dusty and dated, so our focus had to be more ‘status driven’: a contemporary solution that also allowed us to stay true to Scotch’s timeless appeal.
So, with self-expression at the heart of our thinking, we started to think about how we could create access to Scotch in a new way. Our aim was to give our audience an opportunity to make a statement about their identity, and to break away from the conventions and expectations of the category. We wanted consumers to enjoy Scotch wherever, whenever and however they want – not how they were ‘told’ to drink it.
‘The Hipster’ was born. A portable whisky format inspired by the shape and proportion of a mobile phone. Scotch ready for ANY occasion.
Flexible, fluid, contemporary and stylish, The Hipster became the ideal accessory for a new type of consumer; those who navigate the world of travel, food & drink, retail and personal relationships through a lens of independence, influence, inclusivity, and identity.
From sketch to store, we designed, developed and delivered ‘The Hipster’ with incredible attention to detail across the entire Diageo India Scotch portfolio.
