The multinational’s division in the country has kicked off ‘Skrew the Usual’, featuring a 30-second advert for the peanut butter-flavoured American whiskey brand. Also included in the campaign are social media and search engine assets, all of which commence this week.
The ad will run on online video streaming services, backed by out-of-home activity in “key markets”, including Chicago, Los Angeles and New York starting next month.
According to Pernod Ricard, which paid an unspecified sum for a stake in Skrewball in March last year, the brand is the number two premium brand (priced US$25+ per unit) in flavoured whisky/whiskey in the US and the number five in the overall segment.
Outside of the US, Skrewball, which launched in 2018, is also available in Canada and Puerto Rico as well as in several Central American markets.
