March 17. 2025
KWAL
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Hunter’s Choice was a leader in the mainstream whisky category however it faced declining brand power and a risk of being seen as “old-fashioned”. The brand had heritage but was no longer recruiting new consumers and risked being de-listed in the on trade. We needed to
defend the brands position and also stand out boldly to drive distinctiveness on all channels both off-con and on-con) to recruit new consumers and gain share in the brown spirit category.
Hunter’s Choice enjoys perceptions of good taste, relevance, youthful and accessible.
However, despite being a market leader in the whisky category, Hunter’s Choice was yet to achieve the vision of becoming the number one brand in the brown spirits category.
Insight: The Hunter’s Choice consumer (urban hunter) is energetic and driven. They think in
future tense because they understand all efforts today are geared towards future success and
they’re not afraid to explore and do it with courage and resilience, hence the campaign idea
Explore Boldly
Hunter’s Choice enjoys perceptions of good taste, relevance, youthful and accessible.
However, despite being a market leader in the whisky category, Hunter’s Choice was yet to achieve the vision of becoming the number one brand in the brown spirits category.
Insight: The Hunter’s Choice consumer (urban hunter) is energetic and driven. They think in
future tense because they understand all efforts today are geared towards future success and
they’re not afraid to explore and do it with courage and resilience, hence the campaign idea
Explore Boldly
