Be on the lookout for a novel, new expression of Scottish Leader’s through-the-line ‘new perspective’ national campaign, hitting home in South Africa in mid-August.

Scottish Leader #NewPerspective example HR (1)

“We have teamed up with popular South African Instagrammers, Ofentse Mwase and Levon Lock, to visually express the rich possibilities made possible by taking a new perspective.  Not only will they be supporting Scottish Leader’s national campaign on their Instagram pages, they will also be mentoring a group of fellow Instagrammers at an utterly out-of-the-box Insta-meet event, set to take place in a secret location in Johannesburg on 3 September,” says Lucindi Branfield, the marketing manager for Scottish Leader in South Africa.

Scottish Leader Signature with view finder HR 2

Ofentse and Levon will be judging the images taken at the Insta-meet and select four winners.  The winners will each win two seats at an unforgettable ‘Whisky Experience in the Joburg Sky’, to take place at the end of October.


As part of this very unique event, guests will be taken up into the air by crane, where they will enjoy delicious canapés, paired with Scottish Leader’s smooth, sweet, smoky and rich whiskies.  This special evening will be presented by none other than South Africa’s “Mr Whisky”, Pierre Meintjes. He is a Master of the Quaich, one of only 160 in the world. This title is bestowed only on those recognised for their outstanding commitment to the Scotch whisky industry.  ‘Famestagrammers’ Mwase and Lock will also be in attendance.


“We are also encouraging consumers to participate in the digital campaign through tactical in-store and on-the-ground communication and activations.


“Various offers in on- and off-consumption outlets are rewarding consumers with a complimentary image view finder, with details on how to participate in taking images capturing their new perspective, and posting these on social media.  The originators of the top twenty pictures win seats to enjoy a whisky experience like no other – in the sky!” says Branfield.


Gauteng residents will also see Scottish Leader’s creative new out-of-home (OOH) advertising come to life in mid-August.


“In addition to electronic billboards, strategically placed around Johannesburg and Pretoria, consumers will also see Scottish Leader billboards in Sandton and Soweto, with customised messages reflecting the essence of each of the areas,” Branfield concludes.


The popular Scotch whisky brand’s television advertisement, with a tag-on to create awareness of the national campaign, will enjoy more airtime on various DStv channels, from mid-August until the end of September.


To view the television commercial with the tag-on, click here:


The brand has also launched a new website.  Go to to view.


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