Publicis London has created an evocative global advertising campaign to support the launch of The Glenlivet Alpha, a new mysterious and rare single malt from The Glenlivet, The Single Malt That Started it All.
The Glenlivet Alpha is released with no age statement, cask information or tasting notes; the first time that an expression from the prestige whisky category has been released without any information. The whisky is presented in a matte black bottle to preserve the mystery and consumers are encouraged to let their senses lead their experience.
The integrated marketing campaign will support this, by allowing consumers to explore The Glenlivet Alpha’s complex flavours through multi-sensory experiences on and offline. It challenges the audience to truly engage their senses by breaking down the single malt flavour to four senses: sight, smell, taste and feel. Each sense is explored in detail in a separate short film, with a fifth film that encompasses all four senses, all directed by James Callahan.
The films drive traffic through to The Glenlivet facebook page where each week a new sensory challenge is unveiled. The challenges were created through a collaboration between Greyworld and Partners Andrews Aldridge. Greyworld is a group of artists who specialise in public art, interactive experiences and playful ideas.
Through engaging with each challenge people can create their own unique visual interpretation of what they believe The Glenlivet Alpha will look, smell, taste and feel like.
Publicis London has also created four press executions, each again exploring the role of the senses, illustrated by Sean Freeman. By using evocative imagery as well as providing hints, the campaign allows consumers to discover The Glenlivet Alpha’s unique taste profile.
Nikki Burgess, International Brand Director for The Glenlivet, says: “The Glenlivet is famous for its flawlessly smooth, sweet flavour and with the launch of The Glenlivet Alpha we’re excited to be exploring this in an original way. This is the first time anyone has launched a whisky ‘blind’ in this way and we are confident that this innovative campaign will excite whisky drinkers and help them to truly appreciate single malt and understand the flavours they taste in The Glenlivet’s award-winning range.”
The secrets of The Glenlivet Alpha, including all tasting notes, will be revealed by Master Distiller Alan Winchester at the end of the six week campaign.
Andy Bird, Publicis London Executive Creative Director, says: “Because this campaign is all about the senses, we wanted to make something that really challenged people to engage theirs in order to discover the secret behind this unique single malt.”
Paul Vallois, Managing Partner, Partners Andrews Aldridge, says: “The collaboration with Greyworld and their unique visualizations allow people, who can’t physically taste the drink, the opportunity to get closer to discovering its tasting notes in a really engaging way.
Only 3,350 bottles of The Glenlivet Alpha will be released worldwide, priced around $120. The Glenlivet Alpha will be available in the USA, UK, France, Netherlands, Italy, Germany, Denmark, Sweden, Switzerland, Andorra, China, Hong Kong, Malaysia, Taiwan, Japan, India and South Africa.