Before being given this brief, I had never heard of Whyte & Mackay... although my father had (60). This should have given me an indication of the audience that we are dealing with.
Then, on saturday, on a train, I was sat opposite an old woman, on the way back to Edinburgh, drinking a can of it. A mix of Glayva and some sort of mixer. This woman was at least 70 years old and looked angry. This drink really needs us!!