By 2003 The Glenlivet was the largest global single malt brand, however, they had lost relevance with modern drinkers, and growth had stagnated. They were neither authentic enough or Wall Street bro enough to stand up to Macallan and a slew of other unpronounceable brands.
We changed all that with a bold new positioning and tagline “The Single Malt that Started it All,” with real stories of yore that would give them cred where it was lacking. The global campaign included a complete package redesign, and new product launches including the premium 16 year old Nadurra and 25 year old Reserve. Consumers responded to the communication and reappraised the brand, and most importantly sales and loyalty increased.
Credit: Copywriter, Account Director