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.

Glenlevit-The-Code-Image1
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.

Glenlevit-The-Code-Image2
Glenlevit-The-Code-Image3
Glenlevit-The-Code-Image4
M+
AUDIENCE REACH
K+
EARNED MEDIA VALUE
+
PIECES OF COVERAGE SECURED
+
EVENT ATTENDEES
Glenlevit-The-Code-Image5
Glenlevit-The-Code-Image6
Glenlevit-The-Code-Image7
Glenlevit-The-Code-Image8

“The Glenlivet Code event tonight was by far the coolest event I’ve had the privilege of attending”

Dappertude

Example acknowledges the traditional custodians of the land on which we work, and we recognise their continuing connection to land and culture.

Example House
69 Roslyn Street, Rushcutters Bay
Sydney, NSW 2011, Australia
+ 61 2 8322 4600

Example Studio
2 Scanlan Street, Fortitude Valley
Brisbane, QLD 4006, Australia
+61 7 2102 5904

You can follow us on:
Instagram   LinkedIn

hey@example.com.au

...

This is a unique website which will require a more modern browser to work!

Please upgrade today!

Top