VCCP Singapore reminds us that ‘Good Things Come in Threes’

The single malt whisky category is a highly competitive market in Southeast Asia, driven by a sophisticated and discerning Asian consumer. Auchentoshan faced the challenge of establishing its presence in this market, where well-established brands dominated the category.

Through our research, we uncovered a key barrier: entry-level consumers who were just beginning to explore single malt whiskies often felt excluded from the category. These curious drinkers were eager to experiment but sought options that broke away from traditional, intimidating norms.

We also learned that the whisky scene can feel daunting for novices. Conversations with bar professionals across Singapore revealed a simple truth, people often just need a clear and compelling reason to choose.

With this insight, we crafted a focused mission: to help Auchentoshan stand out in the fiercely competitive single malt category by spotlighting what makes it truly unique; its signature triple distillation

We launched the campaign “Good Things Come In Threes” across Southeast Asia. The hero product is Auchentoshan’s Three Wood which is known for its strong quality and taste credentials. The campaign uses a three-part-formula which celebrates the unique distillation process, the brand's personality through the tasting notes, and the different occasions whereby people can savour Auchentoshan. 

The campaign spans both offline; at point of sale in bars and restaurants, as well as online social channels throughout  a number of different markets in Southeast Asia.

Rayern Goh, senior marketing manager of Auchentoshan praised the campaign by saying, “This campaign really showcases the unique qualities of our brand. The team really got under the skin of the audience, and our brand which has led to the strength of the communications. I cannot wait to continue to develop further activities to get the message out there.”