The Glenlivet launches ‘The Whisky’ campaign

Pernod Ricard’s The Glenlivet has launched a new global campaign – entitled The Whisky, The Glenlivet – that “celebrates its role as the definitive Speyside Single Malt”.

The campaign, launching on 22 September globally, will run across television, digital, print and out-of-home advertising platforms. In particular, the campaign draws attention to the work of Glenlivet founder, George Smith who selected spring water from the Livet Valley to make what he claimed was “the Whisky”.

As the story goes, after neighbouring producers started using the Glenlivet name, George Smith took legal action to preserve his reputation, and in so-doing, laid down the foundations of the brand.

The campaign will launch with two films – The Night Sky and The Fire – which seek to highlight the “beauty of the unspoilt world” and “encourage consumers to seek out definitive moments with the definitive whisky”. In addition, the films hope to demonstrate that “by looking beyond the ordinary they can unlock something special”.

Miriam Eceolaza, global marketing director, comments: “Our new campaign is designed to celebrate the most natural and humbling experiences which allow us to lead richer and more fulfilling lives. The Whisky, The Glenlivet showcases the beauty in the unspoilt world and encourages consumers to search for those definitive moments with the definitive whisky.”

Sean Condon, Creative Director at Wieden + Kennedy Amsterdam added: “This work is like nothing ever seen before in the category, exploring pleasure and singular experiences in a startlingly original way. It’s bold and beautiful and a little bit brash. It’s work that, like the product itself, should be savoured”.