Glenmorangie were looking to introduce consumers to their new wondrous world of whisky.
Insights, Strategy, Contract Negotiation, Rights & Talent Management, Idea Generation, PR & Communications, Integrated Planning, Market Consultation, Project Management, Measurement & Reporting The brand recognised that the Single Malt category needed a shake up to shift category perceptions and win over new drinkers. A core pillar of the new strategy became celebrating Wondermakers, inspired by the wondrous creativity of their Head of Whisky Creation, Dr Bill Lumsden. Glenmorangie’s highly anticipated Limited Edition was in the making and they were looking for a suitably wonka-esque partner to join Dr Bill on his journey. Hailed as the Willy Wonka of New York, Dominique Ansel, joined forces with Glenmorangie to launch of A Tale of Cake. The world-famous pastry chef teamed up with Dr Bill for the launch of A Tale of Cake and created a series of indulgent and colourful cake and whisky cocktail pairings – ‘CakeTails’. This unexpected pairing provided the rich storytelling ingredients for an integrated global campaign, which due to COVID-19 pivoted from a highly experiential launch strategy to an ‘enjoy at home’ digital, press and e-commerce execution in over 20+ countries. A Tale of Cake has experienced record sales and the partnership has captured the imagination of 700M+ consumers globally. #ATaleOfCake
GLENMORANGIE WONDERMAKERS
OPENING A DELICIOUS DOOR TO NEW DRINKERS
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