ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Copywriting Ideas From Brand Names - Seagram Passport Scotch

Updated on July 15, 2014
The Idea Of Travel In The Desert Lives On In Ads For Passport Scotch
The Idea Of Travel In The Desert Lives On In Ads For Passport Scotch | Source

"A Great Brand Building Exercise" - Andrew Muir, Seagram

This direct mailer for a brand of alcohol called Passport Scotch from Seagram is an example of how to build creative on the brand name. It had the client, Andrew Muir in tears of laughter. He called it 'a great brand building exercise.'

A Print Ad For Seagram's Passport Scotch - The Idea Comes From The Brand Name
A Print Ad For Seagram's Passport Scotch - The Idea Comes From The Brand Name | Source

Stick to the Brand Name Whenever Possible

The term 'passport' evokes travel. Of course the brand image had to be kept in mind while writing. The brand was positioned as: The modern contemporary scotch for the modern, international “young” man.

The product had to be the hero; without Passport, there'd be no story to tell. That was the way to build the brand.

Envelope Line: You are about to embark on a voyage of discovery

The letter introduced the reader to the first in a series of travelogues. Walter Wanderlust traveling through Egypt on a camel that developed a taste for the scotch. Walter embodied the brand – international,”young.” Well, only the young would choose to travel by camel across Egypt!

And then came Walter’s Memoir in a leaflet that built the brand in a unique manner, weaving its qualities through the story. The paragraphs with asterisks were footnotes.

Memoir/Leaflet For Passport Scotch Direct Mail

Memoir/Leaflet

Travels with Khoshkhesh

Egypt fascinates me. And I don’t let anything come between me and my fascinations.

So, naturally, conducted tours are not for me. I’d rather ride a camel all by my lone self (accompanied of course, by my talisman, a bottle of Passport Scotch which like my credit card I never leave home without.

Khohkhesh was the proverbial ill-tempered camel, descended from the noble lineage of Al Habin of the many teeth. Pouting perpetually, showing his large, lethal yellow teeth, and sporting that contemptuous air that has bred an inferiority complex in many a lesser mortal.

Every once in a while, Khoshkhesh made a terrible racket and turned to look with yearning amber eyes at my bottle of Passport Scotch. So I gave him a little sip which speeded him up and decidedly mellowed his vile temper.

***The colour of Khoshkehesh’s eyes reminds me of Passport Scotch with its mellow fires.

We were on our way to the temple of Queen Hatsheput who as ‘son of the sun’ wore a beard when Khoshkhesh got distracted. What I saw was a Bedouin bandit masked in a blue turban, and carrying an ancient rifle.

What Khoshkhesh saw was a tall, lithe and gorgeous she-camel. With a great below, Khoshkhesh gave chase. And what a chase it was! Sand flying, Khoshkhesh snorting, the bandit howling!

The bandit kept glancing backwards with terror at my bottle of Passport Scotch.

Willy-nilly we followed the bandit into the ruins of Thebes. He finally dismounted and disappeared behind some rocks, leaving his camel to the mercy of Khoshkhesh who proceeded to behave as all great lovers do.

***I can never get over how opening a bottle of Passport Scotch frees my spirit of adventure. And what a cap! A Guala one-way valve to be exact! You can only pour out, never pour in, so you know no one can replace the Scotch with anything else!

Passport Scotch From Seagram Goes Places - Copywriting Ideas From Brand Names
Passport Scotch From Seagram Goes Places - Copywriting Ideas From Brand Names | Source

Resigning myself to my fate, I gave Khoshkhesh free rein and opening the bottle took a sip. The bandit, who was peeping at me from behind the rocks, burst into laughter. He rolled all over the sand, pointing at my bottle.

Then he threw his rifle towards me, indicating that I should do the same with my precious Passport Scotch.

What a dilemma! What if the bandit had another primitive weapon hidden away in his voluminous robes? On the other hand, what if it were just a ploy to separate me from my Passport?

***With each sip I reveled in my choice of a whisky that boasts a higher proportion of famous Scotch single malts than many other blends.

However, discretion being the better part of valour, I decided to let him have it (after all, if one must civilize the natives, what smoother way to do it than with Passport Scotch?).

But the wily Khoshkhesh would have none of it. In a trice, love forsaken, he galloped for the bottle, picked it up with his lethal yellow teeth, and was off. And so was I.

As we rested beside the towering Sphinx, and I raised a toast to it, Khoshkhesh gave me a look that said: “Surely I deserve some too!” I gave him a sip. He actually became quite human. In fact, he grinned at me foolishly.

As I opened my ‘Offbeat Traveler’s Guide’ to choose my next destination, I heard a voice over my shoulder say: “Have Passport, will travel!”

Conclusion

The copywriter should never ignore the potential of a brand name. Focusing on the brand name makes the product memorable for the consumer and builds its personality.

Note: This was an account pitch and a huge panel of decisions makers made it impossible for my creative to go through, but it was a hit with the client nevertheless, as well as with my agency Ogilvy & Mather Direct.

Today Passport Scotch is handled by Ogilvy & Mather and the travel idea still defines the brand. The ads have with headlines such as:

Lucky Americans.

You pay less to go first class.

And

The action is where you are

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)