The Glenlivet - Original by Tradition
Challenged to change millennial drinking behaviour. Our platform placed innovation front and centre, breaking new ground and challenging convention at every touchpoint to create a new, open and accessible version of whisky, identifying new occasions and a successful NPD pipeline.
Results
- +14.7% vs +4% category growth
- Reversed decades long decline of brand to deliver double digital growth
- Breaking Walls performed in top 5% of all ads tested in the US
- The Glenlivet is the #1 driver of category growth, growing 1.4 X vs the category.
Brand Case Study
This 2 minute film encapsulates the change story we created for The Glenlivet. From dusty dated category to a vibrant future facing brand all built off the principle of ‘originality'.
Brand World
The brand world didn’t just redefine The Glenlivet but also the single malt category. Bright bold colours sat with a purposeful tone that could embrace the product, the serves and reframe the occasion and the drinker in a flexible system adaptable for different market needs.
Breaking Walls Film
This launch film was a real step change for the brand. It drove awareness of the new creative platform but also helped change perception of what people expected from the brand. It helped make The Glenlivet feel exciting, modern and distinct. Capturing the spirit and energy of a company full of confidence.
Against the Tide Film
The success of the creative platform meant buy-in from more and more markets and this film, made bespoke for the asian market, took a much more product focused approach to the same founder story while still retaining that sense of energy, creative excellence and craft.
Digital Content
Our digital strategy allows the platform to deliver more awareness and depth in key digital and social channels — continuing to demonstrate the brand’s originality across key content pillars. More recently, we have developed a strong social strategy that looks to diversify the single malt drinker on TGL’s owned channels. Here's a few examples to bring it to life.
Scotch & Summer Social Campaign
Alongside the large brand campaigns sit a series of smaller social campaigns that aim to change consumers thinking around when and where to drink whisky. Scotch and Summer reframes the whisky occasion in a young, modern digital first approach. Whisky and summer? Why not?
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The Glenlivet - Original by Tradition
Challenged to change millennial drinking behaviour. Our platform placed innovation front and centre, breaking new ground and challenging convention at every touchpoint to create a new, open and accessible version of whisky, identifying new occasions and a successful NPD pipeline.
