Twenty5th creates Easy Drinking Whisky's quirky PoS display

by Sarah Woods, Brand Republic 22-Mar-06, 08:10

LONDON – Marketing agency Twenty5th has created a unique display unit to showcase the quirky JMR brand of whisky in a five-figure deal.

Working with JMR Easy Drinking Whisky's three founders -- Jon, Mark and Robbo -- Twenty5th came up with a proposition to craft the point of sale plinths from 100-year-old Canadian Driftwood.

Burnt in branding and logos will add to the overall look of the plinths, which have been hand-made by Natural Driftwood Supplies to provide the real "one-off" look.

Twenty5th designed, sourced and oversaw the production of the tailor-made units to hold JMR's three whiskies, The Rich Spicy One, The Smokey Peaty One and The Smooth Sweeter One.

JMR's David "Robbo" Robertson, said: "We are passionate about our whisky so strongly believe that our point of sale has to measure up to our brand values.

"We commissioned Twenty5th to come up with point of sale that would reflect JMR's originality, and it certainly delivered.

"The success of the new plinths in the UK means they will soon be making their way across the Atlantic to our US customers."

Andy Hughes, director of marketing at Twenty5th, said: "The JMR brand is a quirky one, which fits with our own Twenty5th principles and beliefs. Jon, Mark and Robbo presented us with a real challenge and they of all people know this is something we thrive on."

The JMR Easy Drinking Whisky Company was formed in 2003 by David Robertson, former master distiller of Edrington's The Macallan label, and brothers Jon and Mark Geary.

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