{"id":16676,"date":"2016-09-22T11:33:43","date_gmt":"2016-09-22T11:33:43","guid":{"rendered":"https:\/\/www.dutyfreehunter.com\/blog\/?p=16676"},"modified":"2019-01-23T10:28:05","modified_gmt":"2019-01-23T10:28:05","slug":"david-beckham-stars-new-haig-whisky-campaign","status":"publish","type":"post","link":"https:\/\/www.dutyfreehunter.com\/blog\/david-beckham-stars-new-haig-whisky-campaign\/","title":{"rendered":"David Beckham stars in new Haig whisky campaign"},"content":{"rendered":"

Diageo is launching a new campaign for Haig Club \u2018Clubman\u2019 starring David Beckham, in a bid to challenge the \u201cstatus quo\u201d of how and when people should drink scotch whisky.<\/p>\n

Diageo is launching a campaign for its Haig Club \u2018Clubman\u2019 variant, which seeks to change people\u2019s \u201coutdated\u201d views on how and where scotch should be consumed and encourage them to have it as part of a cocktail.<\/p>\n

The 360-degree campaign, which shows David Beckham enjoying a drink with some friends against the Miami skyline, launches in print today and will run across TV, digital, outdoor and social. It will also involve experiential activations and sampling.<\/p>\n

Ronan Beirne, global marketing director of Haig Club, told Marketing Week that the brand is eager to \u201cdisrupt the status quo\u201d when it comes to scotch consumption.<\/p>\n

\u201cMany people have outdated views on scotch \u2013 they believe it\u2019s a winter drink that should be had neat on the rocks. But with Clubman we want to show that it can be had mixed with cola or as part of a cocktail. We\u2019ve taken a \u2018no rules\u2019 approach [to the campaign].\u201d<\/p>\n

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\"DAVID