‘The Whisky’, The Glenlivet New Campaign celebrates life’s definitive moments
The Glenlivet has launched its most ambitious campaign to date to celebrate its role as the definitive Speyside Single Malt in the Scotch Whisky category. Aptly named ‘The Whisky’, The Glenlivet, the global integrated campaign will give the brand a modern and contemporary feel.
The Whisky, The Glenlivet is an evolution from the brand’s heritage as “The original single malt brand that set the standard” and is set to reinforce its role as a visionary within the single malts category.
The campaign launches with two immersive and emotional films – The Night Sky and The Fire - and will also be supported by print/OOH, social and digital activations to help create the brand's largest globally-integrated communications to date. The films take a deep dive into experiences and moments that can only be described as definitive. The creatives demonstrate the beauty of the unspoilt world and encourage consumers to seek out definitive moments with the definitive whisky.
Directed by Cannes Grand Prix film winner, Martin de Thurah, the artistic representations show that by looking beyond the ordinary they can unlock something special, which is what George Smith did by accomplishing his quest to create and maintain the definitive Speyside Single Malt.
Miriam Eceolaza, Global Marketing Director, comments: “We believe we have developed a campaign that brings distinctiveness and differentiation to The Glenlivet and gives the brand a voice in culture. The Whisky, The Glenlivet has been designed to celebrate the most natural and humbling experiences, which allow us to lead richer and more fulfilling lives. We’ve seen that people are seeking definitive pleasures in life as a reaction to the oversupply that has become common-place in society; by creating the night sky and fire we are showcasing the beauty in the unspoilt world and encouraging consumers to search for those definitive moments with the definitive whisky.”