The Glenlivet
Beyond Speyside - Driving global brand equity with a new product line launch
The Challenge
Younger audiences had come to view the single malt scotch category as exclusionary, outdated and lacking innovation. So we needed to use the launch of The Glenlivet 12 Year Old: Jamaica Edition, first in a new "Beyond Speyside" innovation series to drive interest, engagement and relevance for The Glenlivet brand.
The Articulate Solve
Jamaica Edition is the first in a series “Beyond Speyside” each bringing to life the color, scents and atmosphere of a new destination to deliver a unique taste experience that complements their iconic 12 Year Old liquid.
To fuel excitement & brand affinity, we recommended bringing the Jamaica Edition launch to life with partners and talent who are shaping culture today.
The Campaign
The Glenlivet’s presence on the global travel and whisky stage was redefined through new earned campaign launching the first release in the Beyond Speyside series.
Celebrating the inaugural release, the campaign blended cultural storytelling and creative content, working with previous brand partner Thomas Doherty co-starring alongside Jamaican-American model Miqueal-Symone Williams to tell a visual story highlighting the product and cultural vibrancy of Jamaica. This was amplified through strategic earned media, influencers, and an NYC launch event.
Rooted in exploration and discovery, the campaign brought The Glenlivet’s Live Original ethos to life while spotlighting the cultural flavor, creative spirit, and character of Jamaica.
The Result
Rooted in exploration and discovery, the campaign brought The Glenlivet’s Live Original ethos to life while spotlighting the cultural flavor, creative spirit, and character of Jamaica
Key Outcomes:
53 Earned Media Hits
799M+ Media Impression
$7.2M+ Earned Media Value
180+ Event Attendees
126 Social Placements
21.9M+ Social Impressions
