After launching Corryvreckan limited edition in 2009, the agency has operated for two years the Ardbeg Clann Italy Facebook page, Islay whiskey’s the home from home. Sandro Marchetti, IAKI CEO, reviews the third year of social media marketing for Ardbeg.

How did you developed the Ardbeg project?

We started in 2009 with the launch of Corryvreckan, an integrated activity including guerrilla marketing, facebook marketing and a presentation final event. In that first year we planted the seed for Ardbeg Clann Italy, the Italian page of the brand, which soon became a point of reference for all lovers of the whiskey from Islay.

What are the characteristics of a social media marketing project for such a prestigious product?

Ardbeg is a whiskey with an extremely complex and layered personality. It’s well known around the world as the enfant terrible of  whiskeys, but in Italy you have to add to this connotation a touch of luxury and elitism of a product for a very few. With the development of our relationship with the company we were able to find a synthesis that has allowed us to reconcile these two souls: Ardbeg is the noble rebel, a positioning that enhances both the promises of the product.

Ardbeg has a highly developed international community, what’s the link with the Italian project?

One of the risks of the Ardbeg project was to be just a pale imitation of the Ardbeg Committee, the committee that unites all lovers of the product and that has a, incredible following worldwide. After two years, looking at the Facebook page and at the participation in the tasting night in bars, I can say that the test has been passed: the Italian community is strong and has its own identity, we were able to become not just a go-between, but the true interpreters of Ardbeg philosophy in Italy.

What are this year’s results?

The challenge with Ardbeg has always been to bring a complex and very particular product to an audience larger than amateurs. This was reflected in an editorial management that contain ideas and suggestions beyond pure sensory characteristics of the product. This work enhancement and enrichment of the Italian identity of Ardbeg is bringing two strategic outcomes: greater recognition of the character of the brand and the involvement of a younger audience, fascinated by the richness of its history and its irreverent character.