Whiskey is considered an alcohol reserved for those who are knowledgeable and can appreciate it. It's a market where all brands have focused their communication on the connoisseur target audience, based on craftsmanship. So, how can we recruit new consumers beyond the connoisseur target audience? How can we open up this category to more people?

We made Glenmorangie the brand that opens the world of whiskey by building an entirely new, highly proprietary territory that breaks the codes of the entire category: "it’s kind of delicious and wonderful". This new territory creates a world that places whiskey in different situations far from the stereotypes of the category and in alignment with our targets. It includes two chapters in 2021 and 2023, deployed on a global scale in 360: outdoor advertising, digital, social media, retail.

91% of respondents had a positive intent 

The brand campaign contributed a vital impact on brand social performance.

Every element of the UK campaign over-delivered.