How do you reward the hands-on, get-it-done spirit of The Woodsman Whisky’s drinkers? That was the challenge Activation set out to solve with the Doers Draw, a disruptive new on-pack promotion and shopper campaign designed to bring the brand’s craft, character, and soul to life at the point of purchase.
Running across Tesco, Sainsbury’s, Asda, Morrisons and Co-op, the campaign taps into the world of the Doers. This is a community of adventurous, practical individuals who value craft, camaraderie, and the satisfaction of a job well done. Whether it’s a DIY weekend project, a BBQ with mates, or some quiet shed tinkering, this audience is united by a love of making, doing, and sharing.
Win Like a Woodsman
Shoppers are offered the chance to win daily prizes, all drawn from the Woodsman world. From Leatherman tools and Timberland boots to backpacks, gilets, and camping gear, each prize has been chosen with this audience in mind. At the centre of the promotion sits a standout grand prize: a bespoke gas fire pit made from a whisky barrel, handcrafted by Scottish maker Barrel Built Designs. It’s a reward that’s personal, practical, and proudly displayable, perfect for the next garden gathering.
The activation was developed by shopper marketing specialists Activation. Building on The Woodsman’s ATL campaign tone, it takes a shopper-first approach full of charm and character. From bold “Doers Draw” messaging like “Win a prize from the barrel”, to rustic POS and a mobile-first microsite, every detail is designed to resonate with the Woodsman drinker.
This is a campaign that doesn’t just speak to its audience. It reflects them. And when the job’s done, there’s a fire pit waiting, a dram poured, and a moment to enjoy what’s been earned.
For the full story from the team behind the campaign, read Activation’s blog here.
