BJL has been appointed to develop a new brand proposition and communication strategy for Whyte & Mackay, the Scotch whisky brand, following a competitive pitch.

Launching later this year across the UK, the initial campaign will coincide with the roll-out of a new label and pack design for Whyte & Mackay.

Whyte & Mackay was founded in Glasgow in 1844

Whyte & Mackay was founded in Glasgow in 1844

Inviting consumers to reconsider their perceptions of blended whisky has been central to the strategy as Whyte & Mackay aim to increase share in the category.

Paul Bentley, director at BJL, said: “This is an exciting opportunity to join a strong team with big brand ambitions and we’re very much looking forward to playing our part in Whyte & Mackay’s future.

“Stepping out of the category norms of ‘heather and weather’, we’ll be working with Whyte & Mackay to create work that surprises.”

Steven Pearson, marketing director at Glasgow-based Whyte & Mackay, added: “We were immediately impressed with BJL’s understanding of the brand and the blended whisky category.

“They used the insight and information we provided and applied their knowledge, thinking and creativity to come up with an exciting campaign which we believe will engage our consumers and increase awareness of the brand. We look forward to launching the campaign in the autumn and working with BJL in the future.”

BJL has also worked on recent campaigns for Swinton, Ronseal and Metrolink.