Ardbeg is to launch a digital campaign to promote its new whisky expression, Blasda, created by Edinburgh based agency Story.

The campaign, which breaks on 16 September follows another digital campaign for Ardbeg’s Corryvreckan which was released in May.

Members will be sent an HTML email and when they scroll down, a Jenga-like stack of peat briquettes is be revealed with so much peat removed it threatens to topple over.

From there, members will click through to a Blasda microsite where they can play a Jenga-like game that aims to reinforce the central message and indulges members’ competitive spirits. From there they can ‘dig a bit deeper’ to discover more about Blasda.

The site will look to drive members to the online shop to buy a bottle of Blasda.

Hamish Torrie, brand director at Ardbeg  commeneds; “The campaign builds on Ardbeg’s reputation for being bold, unpredictable and innovative. Blasda will surprise many and outrage some; Ardbeg is the ultimate authority on peating whisky, so even though we’re taking peat out, the positioning of this must still ‘reek of peat’. Story’s campaign will make people talk, get members on our website, sell bottles and reinforce Ardbeg’s brand essence as the ‘Untamed Spirit of Islay’. “

Dave Mullen, creative director at Story, said; “Ardbeg is the wild child of the whisky world and it’s clear that the brand is not ready for settling down any time soon. Blasda is typically unorthodox and so is the digital campaign. We are pushing the barriers to challenge Ardbeg lovers but at the same time appeal to a new audience.”