Break Tradition and Knock Walls Down with This Glenlivet Campaign

The Glenlivet – Pernod Ricard’s flagship single malt Scotch whisky – today unveils a bold campaign from Crispin Porter Bogusky London as the brand looks to open up the single malt category to a new generation. The work, which will run on TV, digital, OOH and print, is the first brand campaign since CPB won the business in a competitive pitch earlier this year. Social and digital campaign amplification was handled by Media Monks. 

At the heart of the campaign is an epic film that takes us on a journey of The Glenlivet’s history of breaking with tradition and celebrates those who aren’t afraid of mixing things up. As we travel from one era in recent history to the next, we watch as each protagonist breaks with a whisky-related convention of the time. Tradition upended, they then literally demolish the walls of the set and a new scene and era is revealed into which the lead boldly steps.

Launching the brand’s ‘Original By Tradition’ positioning, the spot pays homage to The Glenlivet’s tradition of breaking with tradition, which started in 1824 when the founder George Smith was the first distiller in the Livet Valley to go legitimate. Dave Day, ECD at CPB London commented: “The single malt whisky category looked very same same; dark, moody and fairly dull. Our brief was to change that up and make it relevant to a wider audience. The result is a brave move forward for The Glenlivet that redefines the whisky category.”

 

Miriam Eceolaza, director of The Glenlivet commented: “Our new campaign celebrates our pioneering heritage, and shows that we will never be held back by limiting preconceptions of single malt Scotch - we will continue to push boundaries and embrace the original thinking of our founder, George Smith. Our latest innovation, The Glenlivet Capsule Collection, proved that there is an appetite for true innovation in Scotch and we want to embrace this to continue to open up the category to the future.”