THE GLENLIVET 14 YO

As the first ever single malt, The Glenlivet was a pioneer. But being first in an old and stodgy category didn’t mean much to today’s generation of drinkers. To make our brand enticing we needed to transcend our own category.

So combining The Glenlivet 14 YO’s unique twist of being the first single malt whisky finished in cognac casks with our target’s love of unexpected collaborations, we launched this product in a place synonymous with pushing boundaries and igniting cultural heat - NYFW.

Our creative ambition was to show how The Glenlivet is Forward By Design, so we worked with global fashion designer Prabal Gurung to turn our innovation into a must-have fashion accessory flask. Then we had HypeBeast give The Glenlivet 14YO its own photoshoot. Immersing consumers and influencers in our product story in a contextual way, we also opened the first of its kind concept store inspired sampling experience at our “Drop Shop” in SoHo.

After launch we took The Drop Shop across the country. Collaborating with designers like Don C, Malbon & SYN•DI•CATE at each stop to release Glenlivet 14 inspired items aimed at breaking traditions of the old scotch world like Holiday Gifting and Golf. This was a new style of single malt.

ROLES: Campaign strategy, Creative briefing, Concept Development, Launch plan, Content Strategy, Designer Briefing

AWARDS: Best New Product Launch - 2020 Pro Awards