VZ wrote on Canadian Mist while at PriceWeber. Even though Canadian Mist was one of America’s favorite whiskys for 50 years, it had lost its voice with its core audience. Thus VZ was enlisted to create a new voice; one that spoke of not over-thinking ones cocktail, and never paying too much for a good whisky. This was the voice of the horse on Canadian Mist’s label. In 2016 we launched a multi-faceted campaign to rebrand Canadian Mist whisky with a new website, immersive funny video content, powerful POP, and evocative social imagery. All this to drive home the idea that a light has shone through the smoke of the overblown cocktail culture and revealed a mighty horse saying “There’s no MISTunderstanding great whisky.”
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