Cracking the code to exclusive, rare drams with The Glenlivet
The Glenlivet has long been considered an elegant, good quality addition to any whisky collection, but not necessarily one for younger, more adventurous palettes. To tackle this, The Glenlivet launched The Code, a limited edition blend concealing a labyrinth of flavours within a jet black bottle. The new whisky encouraged drinkers to get hands-on by playing the role of Master Distiller and choosing the winning aromas and flavours from the 12 mystery varieties considered for The Code.
Brief.
Pernod Ricard engaged Example to challenge young people’s expectations of The Glenlivet brand while also generating exposure for the limited edition release.
Solution.
By 2018, pairing dinners were already commonplace in alcohol brand marketing, so Example went a step further in order to stand-out from the crowd. Creating a sensorial journey that brought The Code’s digital tasting game to-life, The Glenlivet Decoder media event was an immersive, theatrical experience that tested guests’ senses as they unlocked The Code.
Example conceptualised and produced the unique event concept, while also managing media invitations and follow-ups. Furthermore, exclusive interview opportunities were lined up for Master Distiller Alan Winchester, while a media partnership with leading lifestyle publication Man Of Many helped ensure the brand and product was firmly positioned as desirable for a younger audience.
