With such a unique history, the brand’s social media needed to be distilled into something that honored its legacy, but clearly communicated its modern approach. The runway was wide open for MP&F to craft a story unlike any other, and the ideas started flowing.

Very quickly, one of the castle’s many characters stood out to us. Sitting proudly on Kinnitty Castle’s whiskey label, the Dapper Skeleton portrayed a haunted figure from within the walls of the castle – but one that you’d like to enjoy a drink with. The Dapper Skeleton provided a clear building block for our team to develop further. We embraced the smoky, warm appeal of whiskey and the character himself, and engrained it into our work.