The Glenlivet creates fully integrated global campaign to support fan-created whisky launch

By Ishbel Macleod | PR and social media consultant



The Glenlivet article

May 20, 2014 | 2 min read

The Glenlivet Scottish whisky brand handed the power to the people for the creation of its latest limited edition whisky.

In a campaign led by Aesop, diehard fans in over 20 countries, including the US, Australia and Hong Kong, tested three expressions and chose which would make the final drink, named The Glenlivet Guardians’ Chapter.

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To help promote the campaign Aesop developed an online hub, a way for Glenlivet to engage and ‘talk’ to the Glenlivet guardians, and for those unable to attend the tasting sessions to have their say.Mark Jennings, Aesop digital director, said: "This campaign bridges the gap, connecting fans to the taste even if they can’t get to a tasting event and moving the relationship with taste to a new level: educating, entertaining and proving plenty of opportunity to engage and be overheard in social networks. Fitting for a brand that prides itself in having started the modern whisky industry."
Following the tasting sessions and the hub, the new whisky has now been unveiled, with the packaging designed by Aesop.The Glenlivet Guardians’ Chapter has now gone on sale at selected Whisky Shop stores throughout the UK.

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