The Glenlivet was the largest global single malt brand, however, but they had lost relevance with modern drinkers, and growth had stagnated. They were neither authentic enough nor Wall Street bro enough to stand up to Macallan and a slew of other unpronounceable brands.
That all changed with a bold new positioning and tagline “The Single Malt that Started it All,” with real stories of yore that gave them cred where it was lacking. The global campaign included a complete package redesign, and new product extensions 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
