Winners 2023/ Gold

Project: Black Dog Scotch Whisky redesign

Client: Diageo

Design: Butterfly Cannon

A transformational brand and packaging redesign reinvigorated Black Dog, and the bottled-in-India Scotch whisky has experienced 60% growth. 

Black Dog Scotch Whisky has been distilled in Scotland and bottled exclusively in India since 1883. But the brand was perceived as old-fashioned and growth and market share was in year-on-year decline.  

To re-establish Black Dog as a category leader, Diageo India worked with Butterfly Cannon to redesign the brand. A set of instantly recognisable key brand assets were created and brought to life across the packaging of two existing Black Dog products, as well as a new Reserve. Applied across 18 different formats and off-pack across all relevant channels, the creative platform injected contemporary and premium cues into the brand.  

Giving new meaning to the brand’s ‘Pause to Savour’ positioning, the design has re-established Black Dog as an eye-catching, category leader in the Indian market. Now more culturally relevant, authentically Scotch and recognisable on shelf, top of mind awareness of Black Dog has increased from an all-time low, to an all-time high and it’s attracting a new generation of younger, affluent Indian consumers.  

Consumption has leapt and the brand is now number one in the category for brand equity, having placed third before the redesign in 2021. Market share has also increased from 14.9% to 21.6%, against a targeted 17%, while overall, the brand has grown 19% ahead of the category.