The Glenlivet

The Glenlivet is no stranger to either tradition or innovation.  A new global campaign has shown how the brand is challenging conventions to open up the single malt Scotch category.

Launched in 2019, the « Original by Tradition » campaign showcases how The Glenlivet has continually set out to break traditions and define new ways to enjoy single malt beyond preconceptions and gender stereotypes. Led by a high-energy film, the campaign across TV, print and digital also introduced new, vibrant packaging reflecting the brand’s forward-thinking mindset. In a world first, The Glenlivet introduced its Capsule Collection, glassless whisky cocktails served in a seaweed-extract casing, during London Cocktail Week in October 2019. This ground-breaking innovation sparked a huge global conversation, increasing website traffic, and attracting thousands of new social followers. The ‘Original by Tradition’ campaign played an important part in the brand’s value growth (+15%) in the six months following its launch.

« Our new campaign celebrates our pioneering heritage. We are embracing an appetite for innovation in Scotch to make single malts more accessible and relevant to a new generation of consumers. »

Miriam Eceolaza,
Marketing Director, The Glenlivet

1.5bn+

MEDIA AND SOCIAL  IMPRESSIONS
GENERATED  BY THE CAPSULE COLLECTION IN ONE WEEK