THE GLENLIVET– Redefining ‘THE’

Work done for Pernod Ricard at Lowe Lintas

Challenge

The Glenlivet launched a campaign to cut through the cacophony of ‘Glen’ based whiskies, leveraging ‘THE’ in The Glenlivet. Current global creatives focused on celebrating humbling moments in unspoilt nature that become definitive when experienced with THE whisky.

This was not going to work in some key markets, where single malts continue to be a status symbol and where showing alcohol in communication is restricted. It was time for the first campaign to be made for India and similar markets, which we initiated in collaboration with the international Pernod Ricard teams.

 Strategy

In India, while whiskies are respected, malts are revered.  This emotional connection with single malts would spearhead our thinking. In contexts where we could show the alcohol (at shops and bars), we led from THE MALT.  And as a brand, The Glenlivet stood for the emotions that made definitive moments. We used communication to first charge emotions and then cue the special moments that were occasions for consumption. Worked closely with creative teams to find the right stories that would deliver this emotion-driven strategy. Together we zeroed in on two powerful pillars to achieve this, nostalgia and relationships.