Glenmorangie is rolling out a new global on-trade campaign, designed to drive trial of its single malt flagship expression Glenmorangie Original. The campaign will run through to the end of the year. 

Jack Morton Worldwide, the global brand experience agency, was appointed to create the campaign, based on the agency’s ‘Stick or Twist’ creative concept. The campaign includes a toolkit for global use, which features the visual identity for the campaign and a range of elements which can be localised for each market in which Glenmorangie operates.  

The ‘Stick or Twist’ concept hones in on the unique story of the brand with its own twists on tradition. The campaign invites consumers to trial Glenmorangie Original by either sticking to the neat serve or twisting, by enjoying the drink with ice and a twist of orange. The ‘Stick or Twist’ concept is designed to encourage consumers to experience the complexity of the whisky and enjoy its many flavours in a new way.

Sébastien Gratiot, Glenmorangie Global Brand Manager, said: “The new on-trade campaign is an important marketing push for the brand. We’re excited to create this intriguing new program with Jack Morton globally, which brings to life the unique qualities of the brand.”

Adam Azor, SVP Digital and Integrated Marketing, Jack Morton Worldwide commented: “We’re proud of the work we’ve developed with Glenmorangie.  In a cluttered environment, 'Stick or Twist’ is a disruptive promotional campaign that will challenge the audience to trial this wonderful whisky.”