Glenlivet‘s global advertising campaign, ‘Original Since 1824,’ which debuted Monday (11/4) is plainly aimed at women.
Beginning in 1824, the female voiceover begins, “They said it wasn’t allowed, it was too risky, but then” (in a reference to Prohibition) “they also said you couldn’t drink. But we drank. Whisky’s a man’s drink for men they cried. Let them cry,” the voiceover says as a stylish woman marches through one barrier after another. “Some traditions are meant to be broken. That’s how we push things forward.”
The final scene sees The Glenlivet today taking Scotch out of the home and office environment and setting new standards in bars across the world, inviting all adults to enjoy single malt whisky as part of a cocktail in a social setting.
“Throughout the course of decades, The Glenlivet has always encouraged single malt Scotch to move with the times, just as our founder George Smith wanted — our new campaign celebrates our pioneering heritage and showcases that we will continue to break conventions to set new standards in everything we do,” said Sona Bajaria, vp-The Glenlivet U.S. at Pernod Ricard USA.
The “Original Since 1824” campaign will launch in the U.S. this week across key media touchpoints. The campaign launch coincides with the release of The Glenlivet’s new modern and vibrant packaging. The Glenlivet’s new look features bold color references throughout the campaign and blends the rich heritage of the iconic Speyside distillery with contemporary designs to reflect the forward-thinking brand it is today.
Review: We think the one-minute spot is dynamic and should clearly appeal to its target audience.