I 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 I was enlisted to create a new voice; one that spoke of not over-thinking one’s 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.”
