Glenmorangie was looking for a way to shift category and brand perceptions to recruit younger drinkers.
Insights, Strategy, Contract Negotiation, Idea Generation, Stakeholder Management, Communications, Design, Integrated Planning, Market Consultation, Project Management, VIP Hospitality Management, Event Production, Measurement They recognised the need to differentiate themselves from the sea of ‘Glens’ and make the brand more creative and desirable to millennials across the globe. A brand collaboration strategy was born as an innovative way to reach these audiences. In-depth research and insights identified lifestyle territories and brands that appealed to affluent millennials. Desirable brands who shared Glenmorangie’s ethos and could bring the creative vision to life were shortlisted, approached and onboarded. Limited edition products including wooden sunglasses, bicycles and surfboards were crafted from ex-Glenmorangie casks, creating an ownable brand communications platform around their only used twice cask story. Through fashion, cycling and surfing, the 3 year programme opened the door to new drinkers, authentically communicating a core brand truth. #BeyondTheCask
GLENMORANGIE BRAND PARTNERSHIPS
REACHING NEW DRINKERS THROUGH A SHARED VISION
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