TCO London
Law of Smoke_01.png

Ardbeg: School of Smoke

LVMH Single Malt Ardbeg and TCO London launch the ‘Smoke Sessions’ with DJ BBQ. Grilling meets Distilling in this campaign targeting the new ‘young non-traditional whisky-loving’ market.

 

Ardbeg: School of Smoke

BEST VIDEO SERIES, INTERNATIONAL CONTENT MARKETING ASSOCIATION AWARDS

 
 
 
“As one of the smokiest whiskies on the shelf, Ardbeg has a unique space to play in. We are passionate about smoky flavours and wanted to work with TCO and DJ BBQ to create the loudest, craziest, smokiest cookout and cocktail series, that both reflect our brand and attract a new whisky drinker.”
— Galina Grozdanova, Global Senior Brand Manager, Ardbeg
 
 
 

— The Challenge —

Create an avant-garde whisky series about experimenting with taste and smoky flavours in a campaign targeting the new ‘young non-traditional whisky-loving’ market.

 

— TCO Solution —

‘Arbeg Smoke Sessions’ is the coming together of two smoke-obsessed cultures – Ardbeg, famed for being one of the smokiest single malt whiskies available, and BBQ food.

The global campaign is centred around a video series hosted by pro pit master DJ BBQ (AKA Christian Stevenson), a certified 'catertainment' star, who for Summer 2020 takes BBQ cooking to the next level, pairing the best smoky Ardbeg-based cocktails with mouthwatering BBQ dishes.

The series aims to speak to a period when many people are spending more time than ever at home and are more willing to experiment with new flavours this BBQ season.

— AT A GLANCE —

  • TCOLabs culture map of ‘smoke’ sub-cultures to identify rich territories for us to play + talent search

  • Series of 15 films

  • Launched with ‘the UK's smokiest virtual BBQ cookalong’ on Instagram Live

  • Widespread media coverage at launch

 
 
 

— Law of Wood: How to cook low and slow —

 
 
 
 
 

— Law of Wood: How to cook fish on a whisky cask —

 
 
 
 
 

— Law of Heat: How to cook steak directly on coals —