‘The Rider’ & ‘The Horse Whisperer’

Royal Salute - a spirit brand increasingly out of favour with the younger generation - leveraged sponsorships of polo players, predominantly through photography, to drive brand relevance. We approached the brand with a new social media strategy that we knew would have more impact on their audience. ‘Stories of Power & Grace’ - a series of beautiful films featuring unknown horsemen from around the world - was born. We created the global toolkit featuring hero films, making-ofs, screenings, talent access and of course, the content strategy for global and local social media. The internal screening of ‘The Horse Whisperer’ brought tears to the client’s eyes and marked a new era in the brand’s social media evolution.

The younger ‘nightlife’ audience have changed their habits on a scale that is putting huge pressure on spirit brands to not only be relevant, but even wanted in the first place. Royal Salute continues to fight for market share. My experience with the brand taught me a lot about how far ‘storytelling’ can take you when your core product is losing demand. Yes, it can help a lot…but product innovation is where a strong future really lies. Something I explored in greater depth with Jagermeister through Cold Brew, particularly.