By Ishbel Macleod | PR and social media consultant

May 7, 2013 | 2 min read

The Glenlivet is set to unveil a global advertising campaign to promote the launch of limited edition The Glenlivet Alpha, which is set to be released in a matte black bottle - without any age statement, cask information or tasting notes – urging consumers to master their senses.

The campaign looks to challenge the audience to truly engage their senses by breaking down the single malt flavour to four senses: sight, smell, taste and feel. Each is explored in separate short films, with a fifth film that encompasses all four senses, all directed by James Callahan.

Nikki Burgess, international brand director for The Glenlivet, said: “The Glenlivet is famous for its flawlessly smooth, sweet flavour and with the launch of The Glenlivet Alpha we’re excited to be exploring this in an original way. This is the first time anyone has launched a whisky ‘blind’ in this way and we are confident that this innovative campaign will excite whisky drinkers and help them to truly appreciate single malt and understand the flavours they taste in The Glenlivet’s award-winning range.”

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As well as the films, Publicis has worked to create a series of four print ads, again focusing on the senses.

Each week, a ‘sensory challenge’ will be revealed on the Facebook page of The Glenlivet, created by Greyworld and Partners Andrews Aldridge, allowing consumers to create their own visual interpretation of what they believe the drink will be like.

Andy Bird, Publicis London executive creative director, said: “Because this campaign is all about the senses, we wanted to make something that really challenged people to engage theirs in order to discover the secret behind this unique single malt.”

The full details of the whisky, including all tasting notes, will be revealed by master distiller Alan Winchester at the end of the six week campaign.

Only 3,350 bottles of The Glenlivet Alpha will be released worldwide, priced around $120.

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