REINVIGORATING A LEGACY BRAND
In 2003 The Glenlivet was the largest global single malt brand, however, they had lost relevance with today’s consumers, and growth had stagnated.
The solution was to boldly reclaim their rightful positioning as the category leader—they were creators of the Speyside style of Single Malt Scotch yet had gotten eclipsed through the years by newer, sexier brands. A new tagline “The Single Malt that Started it All,” was proudly included on the redesigned bottles. The line (and attitude) was the cornerstone of an integrated campaign including global print, retail and on-premise activation, as well as press and events.
The company was once again proud of their rightful place of preeminence in the category. Behind this positioning, Glenlivet was able to extend the brand into more premium expressions like the 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: Account Director and Copywriter